Friend-to-Friend Privacy Protection on Social Networking Sites: A Grounded Theory Study

Individual privacy settings allow members of Social Networking Sites (SNS) to share personal data with specifically selected contacts, such as close friends. This allows members to use SNS for sharing even more private data they would otherwise not want to share with all of their contacts. Although a considerable part of data sharing activities on SNS is limited to the direct contacts of its members, current research lacks insights on use and design of individual privacy settings. In this paper we investigate driving and inhibiting factors which explain the motivation of SNS members to use individual privacy settings. Thereby, we contribute a new facet to the general understanding of privacy protection behavior on SNS and also lay the ground for improving the design of individual privacy settings offered by SNS providers. We have drawn our results from a conducted grounded theory study based on 37 qualitative interviews with Facebook users

Who Cares? Content Sharing On Social Networking Sites: A Grounded Theory Study

Users of Social Networking Sites (SNS) consume SNS content by means of online social streams such as the newsfeed system on Facebook. In this regard, a Facebook newsfeed content may comprise different kinds of user generated content, but also editorial content provided by fan pages, business pages or advertisers. Before being displayed on the Facebook newsfeed, contents are automatically pre-selected based on information filtering algorithms. Information filtering algorithms, in the form of Facebook’s edgerank system, are challenged to address the growing diversity of SNS content, but also the preferences of individual users. Distinct know ledge about the preferences of users for different kinds of SNS content can efficiently improve or complement established information filtering techniques. In this study we investigate factors that determine the attractiveness of SNS content for users. Thereby, we contribute a new facet in the understanding and support of users’ needs with regard to their consumption of SNS content. Our results allow improvement of existing information filtering techniques and to anticipate information flows on SNS (e.g. for the sake of viral marketing). We have developed our results based on a grounded theory study founded on 37 qualitative interviews with Facebook users

THE USAGE OF INDIVIDUAL PRIVACY SETTINGS ON SOCIAL NETWORKING SITES - DRAWING DESIRED DIGITAL IMAGES OF ONESELF

Social networking sites (SNS) such as Facebook have created a new way for individuals to share personal data and interact with each other on the Internet. The disclosure of this personal data is directly tied to the existing relationships of individuals within an SNS. Individual privacy settings allow a selective disclosure of personal data to specific connected individuals. In this paper, we present first empirical insights of a grounded theory study, based on 37 qualitative interviews with Facebook users, which reveal factors that drive, or generally influence, the use of these individual privacy settings on SNS. By investigating this privacy protection behaviour towards connected individuals, so-called friends in Facebook\u27s terminology, we add new perspectives to existing theories of information privacy protection \u27individuals\u27 privacy protection behaviour in non-anonymous online environments. We have developed a conceptual model showing that the motivation to use individual privacy settings depends on a complex interplay between different factors. As important drivers, motives for using SNS, existing relationships and context of personal data disclosure have been identified. Building on those insights further allows development or improvement of general privacy controls for individuals interacting with each other on the Internet

The Privacy Trade-Off: App Usage on OSN

Facebook as the world’s leading online social network (OSN), provides a platform for third party providers to offer applications (OSN Apps). Most often, using OSN Apps is linked to members granting access rights to personal OSN data. This raises privacy concerns which can ultimately prevent members from using those Apps – although, in general, they might be interested in App functionalities. Current literature on OSN privacy does not take into account the specifics of OSN Apps. Apps can, for instance, post on behalf of users or leak data to third party providers. Based on 17 qualitative interviews, the paper provides grounded insights into the trade-off between privacy concerns and benefits associated with the usage of Apps. Thereby we extend current literature on OSN privacy protection and provide a basis for deriving “Privacy by Design” requirements of OSN in order to maintain prospective and privacy-friendly OSN App ecosystems