Effect of penitence on social media trust and privacy concerns: The case of Facebook

Abuse of information entrusted to organizations can result in a variety of privacy violations and trust concerns for consumers. In the event of violations, a social media brand or organization renders an apology – a form of social account – to alleviate users’ concerns and maintain user membership and engagement with the platform. To explore the link between apology offered by a social media brand or organization and the users’ trust dynamics in...