Unfolding the popularity of video conferencing apps – A privacy calculus perspective

Video conferencing (VC) applications (apps) have surged in popularity as an alternative to face-to-face communications. Although VC apps offer myriad benefits, it has caught much media attention owing concerns of privacy infringements. This study examines the key determinants professionals’ attitude and intentions use backdrop this conflicting duality. A conceptual research model is proposed based on theoretical foundations calculus extended with conceptualizations mobile users’ information (MUIPC), trust, technicality, ubiquity, well underpinnings social presence theory. Structural equation modeling used empirically test using data collected from 484 professionals. The offers insights regarding trade-offs that professionals are willing make face associated apps. Based findings, emphasizes promotion protection at organizational level, control mechanisms motivate employees actively engage behavior, a multi-faceted approach for transparency within app platforms. • Privacy around video rise. Professional’s despite its risks evaluated. tested Insights role contradicting beliefs provided. Key recommendations pivotal organizations service providers presented.