Mining social network data for personalisation and privacy concerns: A case study of Facebook’s Beacon

This is the post-print version of the final published paper that is available from the link below.The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualising the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape - especially with regard to the limits of the use and acceptance of personalised marketing in social networks

Taxonomy for Information Privacy Metrics

A comprehensive privacy framework is essential for the progress of the information privacy field. Some practical implications of a comprehensive framework are laying foundation for building information privacy metrics and having fruitful discussions. Taxonomy is an essential step in building a framework. This research study attempts to build taxonomy for the information privacy domain based on empirical data. The classical grounded theory approach introduced by Glaser was applied and incidents reported by the International Association of Privacy Professionals (IAPP) are used for building the taxonomy. These incidents include privacy related current research works, data breaches, personal views, interviews, and technological innovations. TAMZAnalyzer, an open source qualitative data analysis tool, was used in coding, keeping memos, sorting, and creating categories. The taxonomy is presented in seven themes and several categories including legal, technical, and ethical aspects. The findings of this study helps practitioners understand and discuss the subjects and academia work toward building a comprehensive framework and metrics for the information privacy domain

Understanding privacy leakage concerns in Facebook: A longitudinal case study

This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityThis thesis focuses on examining users’ perceptions of privacy leakage in Facebook – the world’s largest and most popular social network site (SNS). The global popularity of this SNS offers a hugely tempting resource for organisations engaged in online business. The personal data willingly shared between online friends’ networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. Therefore organisations are increasingly adopting innovative ways to exploit the detail-rich personal data of SNS users for business marketing. However, commercial use of such personal information has provoked outrage amongst Facebook users and has radically highlighted the issue of privacy leakage. To date, little is known about how SNS users perceive such leakage of privacy. So a greater understanding of the form and nature of SNS users’ concerns about privacy leakage would contribute to the current literature as well as help to formulate best practice guidelines for organisations. Given the fluid, context-dependent and temporal nature of privacy, a longitudinal case study representing the launch of Facebook’s social Ads programme was conducted to investigate the phenomenon of privacy leakage within its real-life setting. A qualitative user blogs commentary was collected between November 2007 and December 2010 during the two-stage launch of the social Ads programme. Grounded theory data analysis procedures were used to analyse users’ blog postings. The resulting taxonomy shows that business integrity, user control, transparency, data protection breaches, automatic information broadcast and information leak are the core privacy leakage concerns of Facebook users. Privacy leakage concerns suggest three limits, or levels: organisational, user and legal, which provide the basis to understanding the nature and scope of the exploitation of SNS users’ data for commercial purposes. The case study reported herein is novel, as existing empirical research has not identified and analysed privacy leakage concerns of Facebook users

Understanding Organizational Approach towards End User Privacy

This research employed a longitudinal social network analysis (SNA) method, called stochastic actor-oriented modelling (SAOM), to analyse the inter-relationship between the employees’ socialisation and information security (IS) climate perceptions which are the employees’ perceptions of their colleagues and supervisors’ IS practices. Unlike prior studies, we conceptualised socialisation in the form of six networks: the exchange of work advice and of organisational updates, the provision of personal advice, interpersonal trust in expertise, the provision of IS advice, and support for IS troubleshooting. The adoption of the SAOM method enabled not only analysis of why an employee chooses to interact with or to send a network tie to another employee, but also how an employee’s perception of IS climate is affected by the ties that they possess in the network. This research suggests new directions for IS behavioural research based on the adoption of SNA methods to study IS-related perceptions and behaviours, while findings about the selection and influence mechanisms offer theoretical insights and practical methods to enhance IS in the workplace

Examining the Formation of Individual\u27s Privacy Concerns: Toward an Integrative View

Numerous public opinion polls reveal that individuals are quite concerned about threats to their information privacy. However, the current understanding of privacy that emerges is fragmented and usually discipline-dependent. A systematic understanding of individuals’ privacy concerns is of increasing importance as information technologies increasingly expand the ability for organizations to store, process, and exploit personal data. Drawing on information boundary theory, we developed an integrative model suggesting that privacy concerns form because of an individual’s disposition to privacy or situational cues that enable one person to assess the consequences of information disclosure. Furthermore, a cognitive process, comprising perceived privacy risk, privacy control and privacy intrusion is proposed to shape an individual’s privacy concerns toward a specific Web site’s privacy practices. We empirically tested the research model through a survey (n=823) that was administered to users of four different types of web sites: 1) electronic commerce sites, 2) social networking sites, 3) financial sites, and 4) healthcare sites. The study reported here is novel to the extent that existing empirical research has not examined this complex set of privacy issues. Implications for theory and practice are discussed, and suggestions for future research along the directions of this study are provided

Learning from Online Regrets: From Deleted Posts to Risk Awareness in Social Network Sites

Social Network Sites (SNSs) like Facebook or Instagram are spaces where people expose their lives to wide and diverse audiences. This practice can lead to unwanted incidents such as reputation damage, job loss or harassment when pieces of private information reach unintended recipients. As a consequence, users often regret to have posted private information in these platforms and proceed to delete such content after having a negative experience. Risk awareness is a strategy that can be used to persuade users towards safer privacy decisions. However, many risk awareness technologies for SNSs assume that information about risks is retrieved and measured by an expert in the field. Consequently, risk estimation is an activity that is often passed over despite its importance. In this work we introduce an approach that employs deleted posts as risk information vehicles to measure the frequency and consequence level of self-disclosure patterns in SNSs. In this method, consequence is reported by the users through an ordinal scale and used later on to compute a risk criticality index. We thereupon show how this index can serve in the design of adaptive privacy nudges for SNSs

Application of the COM-B model to barriers and facilitators to chlamydia testing in general practice for young people and primary care practitioners: a systematic review

Background Chlamydia is a major public health concern, with high economic and social costs. In 2016, there were over 200,000 chlamydia diagnoses made in England. The highest prevalence rates are found among young people. Although annual testing for sexually active young people is recommended, many do not receive testing. General practice is one ideal setting for testing, yet attempts to increase testing in this setting have been disappointing. The Capability, Opportunity, and Motivation Model of Behaviour (COM-B model) may help improve understanding of the underpinnings of chlamydia testing. The aim of this systematic review was to (1) identify barriers and facilitators to chlamydia testing for young people and primary care practitioners in general practice and (2) map facilitators and barriers onto the COM-B model. Methods Qualitative, quantitative, and mixed methods studies published after 2000 were included. Seven databases were searched to identify peer-reviewed publications which examined barriers and facilitators to chlamydia testing in general practice. The quality of included studies was assessed using the Critical Appraisal Skills Programme. Data (i.e., participant quotations, theme descriptions, and survey results) regarding study design and key findings were extracted. The data was first analysed using thematic analysis, following this, the resultant factors were mapped onto the COM-B model components. All findings are reported in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Results Four hundred eleven papers were identified; 39 met the inclusion criteria. Barriers and facilitators were identified at the patient (e.g., knowledge), provider (e.g., time constraints), and service level (e.g., practice nurses). Factors were categorised into the subcomponents of the model: physical capability (e.g., practice nurse involvement), psychological capability (e.g.: lack of knowledge), reflective motivation (e.g., beliefs regarding perceived risk), automatic motivation (e.g., embarrassment and shame), physical opportunity (e.g., time constraints), social opportunity (e.g., stigma). Conclusions This systematic review provides a synthesis of the literature which acknowledges factors across multiple levels and components. The COM-B model provided the framework for understanding the complexity of chlamydia testing behaviour. While we cannot at this juncture state which component represents the most salient influence on chlamydia testing, across all three levels, multiple barriers and facilitators were identified relating psychological capability and physical and social opportunity. Implementation should focus on (1) normalisation, (2) communication, (3) infection-specific information, and (4) mode of testing. In order to increase chlamydia testing in general practice, a multifaceted theory- and evidence-based approach is needed

Facebook Users Attitudes towards Secondary Use of Personal Information

This paper reports on a study of how user attitudes to institutional privacy change after exposing users to potential inferences that can be made from information disclosed on Facebook. Two sets of focus group sessions with Facebook users were conducted. Three sessions were conducted by demonstrating to the users, on a general level, what can be inferred from posts using prototypical software called DataBait. Another set of three sessions let the users experience the potential inferences from their own actual Facebook profiles by using the DataBait tool. Findings suggest that the participants’ attitudes to secondary use of information changed from affective to cognitive when they were exposed to potential third-party inferences using their own actual personal information. This observation calls for more research into online tools that allow users to manage and educate themselves dynamically about their own disclosure practices