Analysing Privacy Concerns Behaviour on Social Media Sites
A Comparative Analysis of Urban and Rural Users
From FIIB Business Review
The prevalence of information communication and technology led to the development of social media sites and has started a worldwide discussion on various platforms about the individual’s privacy and information sharing on these social media sites.
Social networking sites, such as Facebook, enclose extremely personal information, for example, birthdates, contact details, geographical location, governmental perspectives, and personal pictures.
Because personal information is available on online sites, reckless utilization of such information could adversely impact people. For instance, irresponsible utilization of social media sites can lead to data fraud and identity theft and different types of deceitful activities; Although online users can utilize settings to safeguard themselves, some users might be less inclined to embrace privacy settings. Concern for data privacy on social media sites is progressively increasing the attention of academicians, policy-makers and corporate leaders as well as online users. For socialization platforms, data-sharing privacy on social media sites is required to be measured with rationality since it involves self-disclosure of individual information to web administrators in order to form respective social identities.
Self-privacy behaviour has been a focal subject in numerous behavioural research and has been found to have multifaceted associations with privacy policy, security alerts and other external environmental factors, that is, educational campaigns and population demographics. There is a lack of hypothetical investigations into the user’s regional elements that impact privacy-related behaviour on the web.
The purpose of this article is to enhance comprehension and develop a constructive model of regional online privacy behaviour by inspecting how and why individuals take part in various sorts of privacy assurance agreements. Precisely, the research paper considers (a) recognizing the measurements of privacy behaviour (e.g., hidden, or proactive) and (b) analysing how they are distinctly impacting the individual state of mind (privacy concern) and intellectual convictions (possible convictions and self-adequacy convictions) and linking them to environmental elements (urban v/s rural) relating to social media privacy concern.
A survey tool was created to test the proposed hypothesized model to examine the PCB with respect to social media sites. Privacy concern behavioural variables were measured. An aggregate of 515 reactions was registered—224 social media users from rural areas and 291 social media users from urban areas.
Individuals are increasingly embracing social media sites in their daily life. With such enormous growth, research with respect to privacy behaviour on social media platforms is required. A comprehension of this privacy behaviour will help in creating safeguard measures to avert any problems.
Article details
Privacy Concern Behaviour on Social Media Sites: A Comparative Analysis of Urban and Rural Users
Ravneet Singh Bhandari, Ajay Bansal, Sanjeela Mathur, Harikishni Nain
First Published March 25, 2022 Research Article
DOI: 10.1177/23197145221078106
From FIIB Business Review