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

Cultural differences in social media use, privacy, and self-disclosure : research report on a multicultural study

This research report presents comparative results from five nations (United States of America, United Kingdom, Germany, the Netherlands, and China) with regard to social media use, self-disclosure, privacy perceptions and attitudes, and privacy behavior in online environments. The data stemmed from an online survey that was conducted from November, 2011, to December, 2011. Across all five nations, N = 1,800 participants completed the survey. The findings suggest that a broad differentiation between Western and Eastern cultures only partly accounted for differences in social media use and privacy behavior. Rather, the results of this report suggest that European countries (United Kingdom, Germany, and the Netherlands) share similar privacy perceptions and show similar behavioral patterns. Non-European cultures (the USA and China) on the other hand, use social media differently. Participants from European countries had generally smaller audiences on social network sites and microblogging platforms, tended to limit the visibility of their postings and profile information more, and used more privacy settings to safeguard their privacy. In particular, German social media users seemed to be guarded, protective, and rather reluctant to participate in online communication. Users from the US, on the other hand, rated privacy-related behavior as less risky and were hence less likely to imply sophisticated privacy strategies. Apart from these findings, the report also shows that there are more commonalities than differences. People from all five countries think that it is important to protect privacy. Most users consciously decides what to share and what not to share. Accordingly, social media users do not always share intimate and detailed information about their lives

Investigating Obfuscation as a Tool to Enhance Photo Privacy on Social Networks Sites

Photos which contain rich visual information can be a source of privacy issues. Some privacy issues associated with photos include identification of people, inference attacks, location disclosure, and sensitive information leakage. However, photo privacy is often hard to achieve because the content in the photos is both what makes them valuable to viewers, and what causes privacy concerns. Photo sharing often occurs via Social Network Sites (SNSs). Photo privacy is difficult to achieve via SNSs due to two main reasons: first, SNSs seldom notify users of the sensitive content in their photos that might cause privacy leakage; second, the recipient control tools available on SNSs are not effective. The only solution that existing SNSs (e.g., Facebook, Flickr) provide is control over who receives a photo. This solution allows users to withhold the entire photo from certain viewers while sharing it with other viewers. The idea is that if viewers cannot see a photo, then privacy risk is minimized. However, withholding or self-censoring photos is not always the solution people want. In some cases, people want to be able to share photos, or parts of photos, even when they have privacy concerns about the photo. To provide better online photo privacy protection options for users, we leverage a behavioral theory of privacy that identifies and focuses on two key elements that influence privacy -- information content and information recipient. This theory provides a vocabulary for discussing key aspects of privacy and helps us organize our research to focus on the two key parameters through a series of studies. In my thesis, I describe five studies I have conducted. First, I focus on the content parameter to identify what portions of an image are considered sensitive and therefore are candidates to be obscured to increase privacy. I provide a taxonomy of content sensitivity that can help designers of photo-privacy mechanisms understand what categories of content users consider sensitive. Then, focusing on the recipient parameter, I describe how elements of the taxonomy are associated with users\u27 sharing preferences for different categories of recipients (e.g., colleagues vs. family members). Second, focusing on controlling photo content disclosure, I invented privacy-enhancing obfuscations and evaluated their effectiveness against human recognition and studied how they affect the viewing experience. Third, after discovering that avatar and inpainting are two promising obfuscation methods, I studied whether they were robust when de-identifying both familiar and unfamiliar people since viewers are likely to know the people in OSN photos. Additionally, I quantified the prevalence of self-reported photo self-censorship and discovered that privacy-preserving obfuscations might be useful for combating photo self-censorship. Gaining sufficient knowledge from the studies above, I proposed a privacy-enhanced photo-sharing interface that helps users identify the potential sensitive content and provides obfuscation options. To evaluate the interface, I compared the proposed obfuscation approach with the other two approaches – a control condition that mimics the current Facebook photo-sharing interface and an interface that provides a privacy warning about potentially sensitive content. The results show that our proposed system performs better over the other two in terms of reducing perceived privacy risks, increasing willingness to share, and enhancing usability. Overall, our research will benefit privacy researchers, online social network designers, policymakers, computer vision researchers, and anyone who has or wants to share photos online

A World Full of Privacy and Security (Mis)conceptions? Findings of a Representative Survey in 12 Countries

Misconceptions about digital security and privacy topics in the general public frequently lead to insecure behavior. However, little is known about the prevalence and extent of such misconceptions in a global context. In this work, we present the results of the first large-scale survey of a global population on misconceptions: We conducted an online survey with n = 12, 351 participants in 12 countries on four continents. By investigating influencing factors of misconceptions around eight common security and privacy topics (including E2EE, Wi-Fi, VPN, and malware), we find the country of residence to be the strongest estimate for holding misconceptions. We also identify differences between non-Western and Western countries, demonstrating the need for region-specific research on user security knowledge, perceptions, and behavior. While we did not observe many outright misconceptions, we did identify a lack of understanding and uncertainty about several fundamental privacy and security topics

A World Full of Privacy and Security (Mis)conceptions? Findings of a Representative Survey in 12 Countries

Misconceptions about digital security and privacy topics in the general public frequently lead to insecure behavior. However, little is known about the prevalence and extent of such misconceptions in a global context. In this work, we present the results of the first large-scale survey of a global population on misconceptions: We conducted an online survey with n = 12, 351 participants in 12 countries on four continents. By investigating influencing factors of misconceptions around eight common security and privacy topics (including E2EE, Wi-Fi, VPN, and malware), we find the country of residence to be the strongest estimate for holding misconceptions. We also identify differences between non-Western and Western countries, demonstrating the need for region-specific research on user security knowledge, perceptions, and behavior. While we did not observe many outright misconceptions, we did identify a lack of understanding and uncertainty about several fundamental privacy and security topics

Privacy paradox or bargained-for-exchange : capturing the relationships among privacy concerns, privacy management, self-disclosure, and social capital

textThe dissertation seeks to bridge the gap between privacy and social capital on SNS use by bringing the essential elements of social networking, privacy concerns, privacy management, self-disclosure, and social capital together to examine their complex relationships and the daily challenges every SNS user faces. The major purposes of this dissertation were to revisit the privacy paradox phenomenon, update the current relationships among privacy concerns, self-disclosure, and social capital on Facebook, integrate these relationships into a quantitative model, and explore the role of privacy management in these relationships. The goal was realized by using Amazon.com’s Mechanical Turk to test a theoretical model that used survey data from 522 respondents. The findings from the dissertation show the impact of the structural factor—Facebook social network intensity and diversity—and the impact of individuals’ self-disclosure on Facebook on their perceived bridging and bonding social capital. This dissertation employed various measurements of key variables to update the current status of the privacy paradox phenomenon—the disconnection between privacy concerns and self- disclosure on social media—and found the break of the traditional privacy paradox and the existence of the social privacy paradox. Findings also show that private information about personal information, thoughts, and ideas shared on Facebook become assets in using Facebook and accumulating social capital. Meanwhile, higher privacy concerns reduce the level of self-disclosure on Facebook. Therefore, privacy concerns become a barrier in Facebook use and in accumulating social capital within these networks. This dissertation further examined the mediating role of privacy management to solve the dilemma. Findings confirmed that privacy management is important in redirecting the relationships among privacy concerns, self-disclosure, and social capital. People who have higher privacy concerns tend to disclose fewer personal thoughts and ideas on Facebook and miss the opportunity to accumulate social capital. However, when they employ more privacy management strategies, they are more willing to self-disclose and thus accumulate more social capital on Facebook networks. Lastly, the proposed integrated model examined through SEM analysis confirms the delicate relationships among the social networking characteristics, privacy concerns, privacy management, self-disclosure, and social capital.Journalis

How the World Changed Social Media

How the World Changed Social Media is the first book in Why We Post, a book series that investigates the findings of nine anthropologists who each spent 15 months living in communities across the world. This book offers a comparative analysis summarising the results of the research and exploring the impact of social media on politics and gender, education and commerce. What is the result of the increased emphasis on visual communication? Are we becoming more individual or more social? Why is public social media so conservative? Why does equality online fail to shift inequality offline? How did memes become the moral police of the internet? Supported by an introduction to the project’s academic framework and theoretical terms that help to account for the findings, the book argues that the only way to appreciate and understand something as intimate and ubiquitous as social media is to be immersed in the lives of the people who post. Only then can we discover how people all around the world have already transformed social media in such unexpected ways and assess the consequences.published_or_final_versio

Users\u27 Knowkedge and Social Media Sharing Behaviors

The success of social media marketing tactics is highly dependent on the understanding of social media users\u27 information sharing behaviors. Social media user’s likelihood to share is related to various factors, such as knowledge, belief and personality traits. Survey data from 504 American social media users reveals that users\u27 perceived knowledge about social media marketing tactics positively related to their perceived benefits, which further associated with their likelihood of sharing information on social media. Findings also indicate that users\u27 desire for control partially mediates relationship between users’ knowledge of social media tactics and their likelihood to share information. However, the data does not provide evidence for the expected relationship between knowledge, perceived privacy risk and social media sharing behaviors. The findings reinforce the expectancy-value model, indicating the relationship between social media users’ perception of positive self-performance in evaluating social media marketing tactics and the activeness of social media use. The author also discusses the privacy paradox in social media use

Re-Evaluating Internet Users’ Information Privacy Concerns: The Case in Japan

To expand the understanding of privacy concerns in the digital sphere, this paper makes use of the Internet Users’ Information Privacy Concerns (IUIPC) model by Malhotra et al. (2004). The lack of empirical studies conducted in East-Asian societies makes it difficult, if not impossible, to shed light on multi-cultural differences in information privacy concerns of internet users. Therefore, we collected data of more than 9,000 Japanese respondents to conduct a conceptual replication of the IUIPC model. For our research goal, we re-assess the validity and reliability of the IUIPC model for Japan and compare the results with internet users\u27 privacy concerns in the USA. Our results indicate that the second-order IUIPC construct, measured reflectively through the constructs awareness, collection, and control, is reliable and valid. Furthermore, three out of the five structural paths of the IUIPC model were confirmed for our Japanese sample. In contrast to the original study, the impact of IUIPC on trusting beliefs, as well as that of trusting beliefs on risk beliefs was negligible. Statistically significant differences in the IUIPC could only be found for the covariate gender