Stranger Danger? Three Essays on Consumer Trust and Data Disclosure in Multi-Actor Environments
type: CreativeWork
description: Technological advancements and digitalization in recent decades have led an increasing number of firms to recognize the value of multi-actor business models. Integrating third parties into business processes provides firms with several benefits, including access to additional resources, skills, and information. However, from the consumer’s perspective, the involvement of third parties, often unknown to the consumer, is frequently associated with uncertainty, privacy concerns, and, thus, a reluctance to engage with multi-actor business models. Such concerns are not unfounded: In many multi-actor environments, privacy-related misbehavior is common, whether caused by third-party firms, network users, or other actors. Incidents range from unauthorized data sharing to illegal surveillance, identity theft, and financial fraud. Consumers’ skepticism poses challenges for firms, requiring strategic measures that not only foster consumer engagement with the network but also help build trust in the presence of third-party involvement and manage the consequences of trust erosion following negative third-party experiences. While privacy research recognizes consumer concerns in multi-actor environments, the literature does not offer specific business strategies to encourage data disclosure in the context of third-party involvement. Instead, research on multi-actor business models has largely focused on the benefits of shared value creation, while the broader impact of negative third-party privacy-related incidents on the overall actor-network remains underexplored. This dissertation addresses this research gap through three independent essays, aiming to identify business strategies that enhance consumer trust and willingness to disclose data in multi-actor environments and counteract the negative effects of (potential) third-party misbehavior on the actor-network. It focuses on preventive measures that address consumers’ concerns before interacting with the actor-network, as well…
abstract: Technological advancements and digitalization in recent decades have led an increasing number of firms to recognize the value of multi-actor business models. Integrating third parties into business processes provides firms with several benefits, including access to additional resources, skills, and information. However, from the consumer’s perspective, the involvement of third parties, often unknown to the consumer, is frequently associated with uncertainty, privacy concerns, and, thus, a reluctance to engage with multi-actor business models. Such concerns are not unfounded: In many multi-actor environments, privacy-related misbehavior is common, whether caused by third-party firms, network users, or other actors. Incidents range from unauthorized data sharing to illegal surveillance, identity theft, and financial fraud. Consumers’ skepticism poses challenges for firms, requiring strategic measures that not only foster consumer engagement with the network but also help build trust in the presence of third-party involvement and manage the consequences of trust erosion following negative third-party experiences. While privacy research recognizes consumer concerns in multi-actor environments, the literature does not offer specific business strategies to encourage data disclosure in the context of third-party involvement. Instead, research on multi-actor business models has largely focused on the benefits of shared value creation, while the broader impact of negative third-party privacy-related incidents on the overall actor-network remains underexplored. This dissertation addresses this research gap through three independent essays, aiming to identify business strategies that enhance consumer trust and willingness to disclose data in multi-actor environments and counteract the negative effects of (potential) third-party misbehavior on the actor-network. It focuses on preventive measures that address consumers’ concerns before interacting with the actor-network, as well…
author: Grüner, Alina
keywords: Privacy Research, Marketing, Multi-Actor Environment, Trust, Transparency
date published: 2025-12-09
date modified: 2026-07-24T03:45:12Z
provider: Universität Passau
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Universität Passau