Privacy%20Attitudes%20within%20Social%20Media

1
Privacy Attitudes within Social Media

• Andrew Boyd, Kaven Williams, Ron Chin, Scott
  Densten, Diana Diamond, Chris Morgenthaler

2
Overview

• Privacy, Security and Compliance
• Current State of Research
• IUIPC Model
• Study Design
• Initial Results
• Implications of Findings
• Future Directions for Research
• Questions

3
Privacy, Security and Compliance

• This topic sits at the intersection of
• Psychology
• Management Theory and Corporate Governance
• Economic Social Utility, Social Contract and
  Social Network Theory
• Computer Science
• It has an impact on
• Civil and Criminal Statutes
• Economic Behaviour
• Civil Rights and Freedoms
• Systems Architecture and Development
• The interplay between Personal and Public
  space

4
Current Research

• Various historical models for online privacy
  attitudes
• Many theoretical models- a dearth of empirical
  studies
• Main empirical construct is IUIPC
• Internet User Information privacy Concern
• IUIPC draws upon Social Contract theory
• Presents a theoretical framework based on
  attitudes and interdependencies towards
• Collection
• Control
• Awareness
• of personal information
• These dimensions also form some of the principles
  behind many privacy statutes in North America and
  Europe.

5
IUIPC Model

• Great for attitudes, not so good for demographics
• May be biased towards overstating privacy
  concerns
• Clearly highlights gap between attitudes and
  behaviours
• Our research team extended IUIPC to include a
  wider range of demographic co-variants(as a
  precursor to establishing new models for
  attitudes and behaviours)

6
IUIPC Model Extensions
7
Study Design

• IUIPC- Internet Users Information Privacy
  Concerns
• Multi-dimensional attitudinal survey scaled on a
  Seven Point Likert Scale
• Mixed in with behavioural questions about social
  media membership and usage
• Distributed via Pace email, and personal networks
  of team members
• Ran March 1- April 30, 2009
• 481 respondents, 390 completed

8
Initial Results
Number Hypothesis Preliminary Finding
H1 Social media privacy attitudes vary by age. Supported
H2 Social media privacy attitudes vary by education. Supported
H3 Social media privacy attitudes vary by internet experience. Not Supported
H4 Social media privacy attitudes vary by ethnicity. Supported
H5 Social media privacy attitudes vary by gender. Supported
H6 Social media privacy attitudes vary by individuals sense of victimization. Supported
H7 Social media privacy attitudes vary by importance of a large group of friends. Not Supported
H8 Social media privacy attitudes vary by media exposure to social media risks. Not Supported
H9 Social media privacy attitudes vary by online context. Not Supported








9
Implications of Findings

• Leveling of privacy attitudes across age groups
• Ambiguities towards trust of social networking
  sites
• Knowledge, experience and comfort lead to
  increased disclosure
• Context Matters- Online Normative Behaviour

10
Future Directions for Research

• Examine forces behind leveling of privacy
  concerns across age groups
• Define ambiguities in trust attitudes towards
  social networking sites
• Discover why familiarity breeds nonchalance
• Establish the role of context (normative
  behaviour) in online attitudes and behaviours

11
Slings and Arrows

• ?