Social Media, Digital Self, and Privacy: A Socio-Analytical Perspective of the Consumer as the Digital Avatar

We live in a high-tech world. The diffusion of computing technology into every aspect of human life is a major development in recent history. In less than a decade, we have seen rapid evolution of social media from a mere curiosity to an indispensable tool for private and public expression. It has indeed become a global phenomenon. What are the implications of the social media explosion for consumer privacy? This article attempts to address some key issues.