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Millennials vs. non-millennials: the impact of their different privacy and security perceptions on Facebook behavior

Pepping, J.J. (2016) Millennials vs. non-millennials: the impact of their different privacy and security perceptions on Facebook behavior.

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Abstract:Nowadays, every second there are five new Facebook profiles created. Around April 2016, there are over 1.65 billion monthly active Facebook users and this number is increasing with approximately 15 percent every year. This means that Facebook is becoming more and more popular. This has of course implications for businesses. In research privacy on social networking sites is becoming more important. Do people care about their privacy and security on Facebook? This study builds on earlier research and looks at the differences of privacy perceptions and security perceptions between millennials and non-millennials. Furthermore, we looked at how those perceptions influence behavior on Facebook. The findings show that there is not a significant influence between the privacy and security perceptions of millennials and non-millennials. However, we found that more than half of a person’s behavior on Facebook can be predicted by the interaction between the user’s age and the user’s privacy and security perceptions.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70061
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