University of Twente Student Theses


The Millennial differences regarding privacy & security perceptions on Facebook

Jong, N. F. de (2016) The Millennial differences regarding privacy & security perceptions on Facebook.

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Abstract:There exist several factors which together determine social media behavior on social networking sites. In this paper the effects of perceived privacy and perceived security may have on social media behavior on Facebook are analyzed. Furthermore this paper explores at what affects age, gender and nationality seem to have on both perceived privacy, perceived security, trust, attitude and the self-disclosure of personal information. A survey was used in order to gather data to determine whether indeed the perception of privacy and security affect social media behavior. It was found that all analyzed explanatory variables had at least some effect on social media behavior, be it directly or indirectly. It was also established that percepted privacy and percepted security have moderately weak positive effect on Facebook behavior. Also it was established that age negatively affects perceived privacy and perceived security. Another observation of note was the difference in reliability when using a previously proven research model in order to analyze online social media behavior. This suggests that a tailor made data collection model is needed for each specific subject regarding social networking sites such as Facebook if one is to meet the criteria for reliability and validity.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:73 cultural anthropology, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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