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The current study aims to empirically explore privacy behavior of social media users by developing a theoretical model based on privacy calculus theory.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Privacy risks, conceptualized as natural risks and integrated risks, were proposed to affect the intention of privacy disclosure and protection. The model was validated through a hybrid approach of structural equation modeling (SEM)-artificial neural network (ANN) to analyze the data collected from 527 effective responses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results from the SEM analysis indicated that social interaction and perceived enjoyment were strong determinants of perceived benefits, which in turn played a dominant role in the intention to disclose the privacy in social media. Similarly, trust and privacy invasion experience were significantly related to perceived risks that had the most considerable effect on users\u2019 privacy protection intention. And the following ANN models revealed consistent relationships and rankings with the SEM results.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study broadened the application perspective of privacy calculus theory to identify both linear and non-linear effects of privacy risks and privacy benefits on users\u2019 intention to disclose or protect their privacy by using a state-of-the-art methodological approach combining SEM and ANN.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-05-2023-0337","type":"journal-article","created":{"date-parts":[[2024,5,16]],"date-time":"2024-05-16T22:31:43Z","timestamp":1715898703000},"page":"2091-2119","source":"Crossref","is-referenced-by-count":11,"title":["To disclose or to protect? 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