Chapter 1: Introduction - Privacy Issues In Social Media
1.1 Introduction - Chapter 1: Introduction - Privacy Issues In Social Media
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Privacy issues are observed on a strong aspect in the social media platforms as such growing involvement is observed here at present days. This report is developed to investigate the privacy issues in social media in the recent context. Brief research background is effective here to enhance the core aspects of the research topic. An appropriate research aim is also observed here based on which the research objectives and questions are developed. Research rationale is also included here along with the significance of the research study to identify the effectiveness of this research.
1.2 Research background
Social media platforms are considered an integral part of the daily lives of individuals as these make communication as well as social interactions easier enough. Facebook is one of the most popular social media platforms at present and it has been observed that in the UK, there are a total of 57.1 million active users (Statista, 2022). It is 12 million more than the users of Facebook 2 years prior such as 2020.
Figure 1.2.1: Number of Facebook users in the UK from 2018-2022
(Source: Statista, 2022)
However, along with the growing popularity of Facebook, privacy-related concerns are also increasing rapidly. The users are not able to maintain their privacy here as it is quite impossible to stop unauthorized access or without consent to their personal details by third parties. From the below figure, it has been observed that the privacy issues related to Facebook affected the trust potential of the users. As an impact, a 66% decline was observed in the trust level of Facebook after the “Cambridge Analytical Scandal” (Nbcnews, 2018).
Figure 1.2.2: Losing trust on Facebook as of 2018 on Facebook
(Source: Nbcnews, 2018)
Privacy-related issues are still ongoing and it can be expected that they will rise in the upcoming days as well. Issues such as storing passwords of the users of Facebook users, internet privacy concerns, account disclosure, misuse of personal information, and more are included within it. Hence, it is essential for the UK government to take such actions in this regard in order to make the privacy issues as early as possible.
1.3 Aim and objectives
Aim of this research is to investigate the privacy issues in social media: A case study on Facebook.
To identify the major privacy related threats regarding the use of social media such as Facebook
To evaluate the negative impacts of the privacy issues in the context of Facebook
To demonstrate a critical understanding of the essential privacy protections to protect individuals on social media platforms
To recommend suggestive ways to enhance the privacy protections in social media platforms
1.4 Research questions
RQ1: What are the major privacy-related threats regarding the use of social media such as Facebook?
RQ2: What are the negative impacts of privacy issues in the context of Facebook?
RQ3: What are the essential privacy protections to protect individuals on social media platforms?
RQ4: What are the suggestive ways to enhance the privacy protections in social media platforms?
1.5 Rationale of the research
The application of Face book is used by the individuals only, which they register themselves under the respective platform using the personal pieces of information such as phone number, mail id and many others. The issue is that personal information is not saved securely by the Face book authority, and challenges faced due to it are the increase of fake accounts and malware attacks. It is counted to be an issue recently, irrespective of the presence of privacy challenges; to date; it has not been resolved properly. The research sheds light on mainly the issues related to privacy on Face book as well as the factors and their mitigation strategies.
1.6 Significance of the Research
The significance of the respective study is high as it provides the knowledge of issues faced on Face book. The essential segment of the research study is it is for highlighting especially the privacy issues rather than all other issues that Face book users face. The importance of privacy in using Face book is contemplated in the respective study as privacy plays an important role in this particular basis. The research paper will allow the future researcher to use it in their research tasks as it consists of relevant information.
1.7 Proposed structure of the dissertation
Figure 1.1: Structure of Dissertation
(Source: Self-Created)
1.8 Summary
The discussion that is made above in the introduction chapter concludes the fact that Face book is used by not only the people of the UK rather all over the work citizens. The important parts of the respective chapter are the research background, questions, objectives and aims and the research rationale. The cause of performing the research is mentioned along with the significance such that it becomes easier for future researchers to use the respective study.
Chapter 2: Literature Review
2.1 Introduction
Face book is a well renowned social media platform that is used by almost all the citizens present in different parts of the world. The second chapter of the dissertation provides information on the privacy concerns on Face book, privacy issues faced by Face book users, and the reason for the rise of risks. The information that is shared by the users of Face book is not protected properly, which states that the privacy policy of Face book is not appropriate.
2.2 Conceptual Framework
2.3 Relation between privacy concerns and social media
The relationship that is shared between social media such as Face book and privacy concerns is not appropriate as social media is counted to be not healthy for securing the data of the users. As stated by Tsay-Vogel et al. (2018), the presence of social media is almost in all the places, including all the nations of the world, which converts the world into a small place for people to stay, connected with each. Social media is not a new concept, and people are seen to be using it for more than a decade; and there is an obvious presence of data breach risks in it which occurs due to improper maintenance of private data. On the other hand, Shane-Simpson et al. (2018) stated that social media have a positive relationship with privacy concerns as well as it allows to hide the information as per the user's preference. The rate of information getting placed on social media is increasing and giving rise to dangers such as malicious interlopes and hackers.
2.4 Impact of Revealing and exchange of information from social networking sites
The sharing of information through social media, namely Face book, is considered a common practice mainly among academics, including others, resulting in substantial benefits. As mentioned by Abbas et al. (2019), the users of SNS (Social Networking System) are well-known privacy concerns which have a high tendency to inhibit the increase of benefits of using social media. The information-sharing practice is counted to be diverse and pervasive in nature. As argued by Wang et al. (2019), there are other services such as email for sharing information, yet social media, Face book, is used for that due to the facilities.
2.5 Theories and Models
Social exchange theory
The social exchange theory is responsible for describing social dynamics present in a group. According to Norris, and Aziz (2019), the way of modeling social dynamics by imbalances of power for interaction within a social network's group is performed by the theory. The main aim of the theory is to maximize the profit of Face book by minimizing the cost. On the contrary, Maddikunta et al. (2020) depict that the social interaction cost will be weighed by the individual, which is a negative outcome, against the social interaction award, which is a positive outcome. In the case of Face book, there is a benefit and cost exchange depending on comments and likes made on posts on Instagram and Face book.
Figure 2.2: Social exchange theory
(Source: Maddikunta et al. 2020)
Predictive Model
The predicted model is developed based on associations among the variables that are measurable. As mentioned by Abbas et al. (2019), the models are used by social media for predicts things that will occur in future and the reason behind them. As there is the presence of a huge amount of data and humans interact with each other there, the model is used by different social media such as Face book. Conversely, Wang et al. (2019) declared that customer patterns are brought out from both transactional and historical data present in social media.
Figure 2.3: Predictive Model
(Source: Wang et al. 2019)
2.3 Relation between privacy concerns and social media
The relationship that is shared between social media such as Face book and privacy concerns is not appropriate as social media is counted to be not healthy for securing the data of the users. As stated by Tsay-Vogel et al. (2018), the presence of social media is almost in all the places, including all the nations of the world, which converts the world into a small place for people to stay, connected with each. Social media is not a new concept, and people are seen to be using it for more than a decade; and there is an obvious presence of data breach risks in it which occurs due to improper maintenance of private data. On the other hand, Shane-Simpson et al. (2018) stated that social media have a positive relationship with privacy concerns as well as it allows to hide the information as per the user's preference. The rate of information getting placed on social media is increasing and giving rise to dangers such as malicious interlopes and hackers.
2.4 Impact of Revealing and exchange of information from social networking sites
The sharing of information through social media, namely Face book, is considered a common practice mainly among academics, including others, resulting in substantial benefits. As mentioned by Abbas et al. (2019), the users of SNS (Social Networking System) are well-known privacy concerns which have a high tendency to inhibit the increase of benefits of using social media. The information-sharing practice is counted to be diverse and pervasive in nature. As argued by Wang et al. (2019), there are other services such as email for sharing information, yet social media, Face book, is used for that due to the facilities.
2.5 Theories and Models
Social exchange theory
The social exchange theory is responsible for describing social dynamics present in a group. According to Norris, and Aziz (2019), the way of modeling social dynamics by imbalances of power for interaction within a social network's group is performed by the theory. The main aim of the theory is to maximize the profit of Face book by minimizing the cost. On the contrary, Maddikunta et al. (2020) depict that the social interaction cost will be weighed by the individual, which is a negative outcome, against the social interaction award, which is a positive outcome. In the case of Face book, there is a benefit and cost exchange depending on comments and likes made on posts on Instagram and Face book.
Figure 2.4: Social exchange theory
Predictive Model
The predicted model is developed based on associations among the variables that are measurable. As mentioned by Abbas et al. (2019), the models are used by social media for predicts things that will occur in future and the reason behind them. As there is the presence of a huge amount of data and humans interact with each other there, the model is used by different social media such as Face book. Conversely, Wang et al. (2019) declared that customer patterns are brought out from both transactional and historical data present in social media.
Figure 2.5: Predictive Model
(Source: Wang et al. 2019)
2.6 Impact of Privacy Issues on Social Media
One of the most important aspects of social media is policy-making and using it with the help of experts from third-party who is hired to monitor the online activities performed by the users. As per the view of Youn and Shin (2019), during the accessibility time to the social media account, the potentiality of privacy invasion and abuse is high. Social media, namely Face book, is not only used by individuals rather by organizations as well, and restrictions are provided by organizations on sharing information documents such as personal numbers, email IDs and addresses through social media. On the other side, Adhikari and Panda (2018) stated that there is a high probability of information getting revealed through risks such as imposter accounts, malware hacks and malware attacks if shared through social media resulting in privacy violations.
2.7 Mitigation strategy of privacy issues present in social media
The different risks that occur in social media are malware attacks, malware hacks, and imposter accounts. According to the view of Norris and Dhir et al. (2019), the mitigation strategy for overcoming the above-mentioned risks found in social media is improving the policy of Face book and training staff responsible for checking information security. In the policy of social media, there is a necessary presence of brand guidelines, confidentiality rules, and the use of personal social media. On the other hand, Al-Muhtadi et al. (2019) expressed that the detection of fake account that was created for hacking other viable accounts by cybercriminals decreased to almost 67K from almost nearly 20M.
Figure 2.6: Detection and Removal of Fake Accounts
(Source: Al-Muhtadi et al. 2019)
2.8 Gap Analysis
The main issue that is faced during gathering information related to the privacy issues on Face book is the presence of a limited amount of information in the previous research. The pieces of information that are present in past research, such as the privacy challenges on Face book, are present, yet they do not contain the solution of it. The respective research consists of not only the solution to the issues that are faced by Face book. Rather, it consists of additional issues and their solutions as well. All the factors, issues and the reason behind it that were not present in previous research are thus counted to be the gap analysis.
2.9 Summary
Based on the above discussion, it can be concluded that there are seclusion issues on Face book which are increasing day by day and are not accurately mitigated by them. The essential point of the study is the coordination among Face book and privacy concerns and challenges faced due to sharing information through Face book. In addition to this, there are certain areas in the following chapter, which are the models and theories, which include the predictive model as well as social exchange theory.
Chapter 3: Research Methodology
3.1 Introduction
Privacy of the people is very important for the people the various privacy issues in social media due to which most people are suffering. In addition to this, there are many issues that are related to social media such as hacking of the accounts, and threats related to location-based services. Chapter three of the respective study is based on research philosophy, various approaches to the research, and the research design of the study. Chapter three also includes data Analysis, Sampling technique, and ethical issues.
3.2 Research methods
Research methods
Tools used
Research philosophy
Positivism
Research Approach
Inductive
Research design
Descriptive
Data Analysis
Primary qualitative (interview)
Sampling technique
Simple random sampling
Sample size
3 Social media Managers
Table 3.1: Research methods
(Source: Self-developed)
3.3 Research philosophy
The respective study of research philosophy is based on the positivism because there are various benefits of positivism. In addition to this, the method of positivism is based on the qualitative data due to which it is more acceptable than qualitative research. The method of positivism is important for the research because it properly shows the privacy issues in social media because defines a proper structure during the research.
3.4 Research Approach
The respective approach of the study follows the method of inductive approach because it is based on the structural procedure. Additionally, in order to analyze the qualitative data in which the analyzing part is led by the “specific evaluation of objectives” (Ward et al. 2022). The study used this process for the issues of privacy in social media because it follows the path of specific evaluation of objectives.
3.5 Research design
The research design is based on descriptive research because it is used to show the characters of a population. In addition to this, it collects the data that is useful to answer a various range of how, when, and what (Sahin and Mete, 2021). The approach deductive is very important for the study because it helps to collect data on the people who are facing issues in privacy on social media.
3.6 Research strategy
The research strategy is defined as making plans for performing the research step by step such that it helps in performing the research in a strategic manner. As mentioned by Rong et al. (2020), through the research strategy, it becomes easier to conduct the research system systematically, and the schedules of the tasks are already made. The interview of the three social media managers is taken for primary research as among the two types of strategies, qualitative as well as quantitative, qualitative research is performed.
3.7 Data Analysis
The analysis of the data is based on primary qualitative data because the analysis of the data is based on a small group. In addition to this, it also has an aim to gather information on the opinions of the people, attitudes as well as beliefs for the respective topic (Donaghy et al. 2019).
3.8 Sampling technique
The sampling technique is based on simple random sampling because it defines the population properly it also decides the sample size of the population. In addition to this simple random sampling is used to gather information from a large population.
3.8 Research limitation
There is the presence of research limitations as well, which include the absence of multiple theories and models. One of the primary issues that are faced during performing the primary research is the managers of the social media was primarily not ready for the interview session. Irrespective of providing the date for the interview, the managers were not ready for it and difficulties were faced. During the Covid-19 time period, the interview was taken using an online platform such as Goggle meet. Therefore, it was not possible to take interviews properly and conveniently.
3.9 Ethical considerations
In the way of conducting any research, the maintenance of ethics is crucial for retaining the validity of the research. In the present study, the responsible researcher collected all the data from authentic sources. Besides, no sources that breach copyright issues are depicted here for conducting the research.
3.10 Summary
Based on the above study it can be concluded that in the research methods there are various tools that are been used in this research. In addition to this, the research also highlights the research philosophy and approach in order to get authentic data about the privacy issues in social media.
Chapter 4: Analysis and findings
4.1 Introduction
The chapter shares out the appropriate analysis of the information that is obtained from the primary data collection, which is qualitative by interviewing the managers of social media such as Face book. Only a single method is used in the respective study as it allows gaining relevant and proper information from the managers rather than from employees. In the case of Interviews, the time consumption is low, and there it is done to acknowledge the perspective of the Face book managers based on the privacy issues.
4.3 Qualitative data analysis
Findings
As per the manger 1, at present, Face book does not contain many privacy issues that were present previously. On the contrary, the second manager stated there is still the presence of any kind of issues that the users are facing from Face book regarding making their personal information safe. Moreover, the third manager claimed that data trail is left behind as soon as the Face book account is opened by users who have a low tendency to get mine.
In the second question, the first manager depicted that it is not that the issues related to privacy on Face book are constant. As per second manger, face book is targeted by online criminals due to the availability of authentic accounts as it contains personal information. The third manager declared that the basic pieces of information such as the name address and phone number of Face book users are used.
In the third question, first manager stated that, privacy issues make a huge impact on global customers as they are seen to be decreasing the use of Face book. According to 2nd manger, I believe the privacy issues do not have any kind of effect on the Customer's behavior. The third manager declared that, the presence of privacy issues on Face book makes a negative impact on the users of Face book as they are not able to trust Face book anymore.
In fourth question, the depiction of first manger is all individuals are equally important for Face book and are not differentiated under any circumstances. GDPR (General Data Protection Regulations) is applied by Face book. The second manager claimed that European data protection law has been used by Face book since 2018 irrespective been used in all parts of the world. The declaration of third manager was the rules that are currently available in GDPR are developed based on the rules of present EU data protection.
In the final question, the first manager answered that I think we need to pay more attention to the users and listen to their views on the improvement of the privacy policy. The answer obtained from second manager is the advertisement that is present on Face book is needed to be decreased, as they can be effective in protecting users' privacy on Face book. The third manager portrayed that the client information is not to be shared with the third-party partners as multiple privacy advocates are noticed to be railing regarding the policy of Face book.
Analysis
Additionally still, Face book are dealing with resolving all the privacy issues. Still, there is the presence of some which are yet to be dealt with, such as data mining and phishing attempts. As per the view of Norris and Aziz (2019), the reaction that is made by users on any posts is stored in such a way that it is not possible for a third party to get access to it. The criminals are trying their best to get access to the sensitive data of the users irrespective of the presence of data protection. The personal in formations are used for opening fake bank accounts as well as credit cards in some cases, and the information's kept open to all due to technical issues. On the other hand there are increase of the fake account creators are responsible for separating viruses by posting on Face book.
They are no more interested yet rather scared of sharing their information on Face book due to low-quality data protection. According to the study of Elsayed (2020), the clients who are present all around the globe are seen to be using Face book on a daily basis for an average of 4-5 years. In addition to this, they are using other messaging applications to share information more than Face book. One of the main causes behind GDPR implementation in Face book is in order to provide protection to the employees.
4.4 Summary
The completion of the chapter is based on qualitative data analysis where three managers were asked questions regarding Face book privacy issues. Only five questions were asked to three of them, which included the factors that are responsible, impact on customers, and future mitigation plan. It was possible to collect core information about Face book only from the managers, and thus they were selected as research participants. The respective methods help in gathering authentic information based on the issues in privacy and the reason behind it.
Chapter 5: Conclusion and Recommendation
5.1 Conclusion
Based on the above discussion, it can be concluded that privacy issue is a big issue not only for the customers yet for Face book as well. Due to it, the customer base is getting decreased at a high rate. The main highlighting part of the research is the data analysis part and the literature review part. The literature review section consists of pieces of information that are collected through secondary sources, whereas the data analysis chapter consists of information obtained through interviews. The research is based on primary data as the managers of Face book were interviewed, taking permission from them which also assisted in completing the entire research peaceful and ethically.
5.2 Linking with objectives
Linking Objective 1:
For the respective objective, the first, as well as the question of the qualitative research in the data analysis section, is considered. The managers have provided the opinion and admitted the fact that there were privacy issues. They also admitted that they are on the way to solving them.
Linking Objective 2:
For linking the respective objective, the third question was addressed to the concerned social media managers. The negative impact on customers regarding privacy threats is appreciated by the managers as they have seen that the customer base is decreasing due to this particular issue.
Linking Objective 3:
In order to link the respective objection, which started with a critical demonstration of privacy protection, the fourth question was asked to managers of Face book. In the respective question, they answered that they use data protection which is GDPR, yet they are not successful and are trying to improve by decreasing the advertisement.
Linking Objective 4:
For linking with the concerned objective, the final question, which is the fifth question, has been asked related to their future plan in mitigating challenges faced by privacy threats. All the three managers have provided their different points of view, among which the different improving privacy policy by not sharing information with third-party for advertisement purposes.
5.3 Recommendations
The recommendations for decreasing threats faced due to the protection of data shared by the individuals using Face book are as follows:
Developing a security team responsible for quick response: One of the primary activities that are needed to be done as a mitigation strategy is the establishment of a quick-response security team (Ayaburi and Treku, 2020). The effectiveness of potential privacy breaches can be limited by the team easily, which is not done at present by Face book.
Education of the users: The users of Face book are needed to be educated and perform the respective tasks up to the mark regarding the dangers of using Face book. It is the duty of the Face book administration to educate the users about understanding and improving their privacy and security (Dincelli and Chengalur-Smith, 2020). Irrespective of being a difficult task, it can be done by them in case they try.
Making security and threat issues business-friendly: The customers are no more interested in the security control as well as privacy control of Face book, yet the companies are interested. The security system is needed to be designed by the IT specialists only and is to be managed by IT administrations.
5.5 Future scope of the study
The emphasis of the study depicts the overview of privacy threats of Face book that created an issue for both customers as well as enterprises. In addition to this, the study is enriched with appropriate, authentic and accurate information, which is considered to be a positive aspect of the study. As a result, with the help of the study, it can be a beneficial aspect for future research also as they can use the respective research as a reference in their own research paper. As the research consists of a huge amount of information related to the respective topic along with the option of social media leaders, it can increase the knowledge of future researchers.
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Appendices
Appendix 1: Interview Transcripts
Questions
Social Media Manager 1
Social Media Manager 2
Social Media Manager 3
Question 1: What are the privacy issues that are present on Face book?
As per my knowledge, at present, Face book does not contain many privacy issues that were present previously. On the other hand, still, we are dealing with resolving all the privacy issues. Still, there is the presence of some which are yet to be dealt with, such as data mining and phishing attempts.
I do not think there is still the presence of any kind of issues that the users are facing from Face book regarding making their personal information safe. The reaction that is made by users on any posts is stored in such a way that it is not possible for a third party to get access to it.
Data trail is left behind as soon as the Face book account is opened by users who have a low tendency to get mine. I have seen that the criminals are trying their best to get access to the sensitive data of the users irrespective of the presence of data protection.
Question 2: What are the factors responsible for the rising of Face book privacy issues?
It is not that the issues related to privacy on Face book are constant yet rather increasing as the fake account creators are responsible for separating viruses by posting on Face book.
Face book is targeted by online criminals due to the availability of authentic accounts as it contains personal information.
The basic pieces of information such as the name, address and phone number of Face book users are used for opening fake bank accounts as well as credit cards in some cases, and the information's kept open to all due to technical issues.
Question 3: Does Face book privacy issues makes any kind of impact on the Customer?
Yes, privacy issues make a huge impact on global customers as they are seen to be decreasing the use of Face book. They are no more interested yet rather scared of sharing their information on Face book due to low-quality data protection.
No, I believe the privacy issues do not have any kind of effect on the Customer's behavior. The clients who are present all around the globe are seen to be using Face book on a daily basis for an average of 4-5 years.
Yes, the presence of privacy issues on Face book makes a negative impact on the users of Face book as they are not able to trust Face book anymore. In addition to this, they are using other messaging applications to share information more than Face book.
Question 4: Are the privacy of all individuals protected properly?
Yes, all individuals are equally important for Face book and are not differentiated under any circumstances. GDPR (General Data Protection Regulations) is applied by Face book in order to provide protection to the employees.
European data protection law has been used by Face book since 2018 irrespective been used in all parts of the world.
The rules that are currently available in GDPR are developed based on the rules of present EU data protection.
Question 5: What can be done in future to protect privacy on Face book?
I think we need to pay more attention to the users and listen to their views on the improvement of the privacy policy.
The advertisement that is present on Face book is needed to be decreased, as they can be effective in protecting users' privacy on Face book.
The client information is not to be shared with the third-party partners as multiple privacy advocates are noticed to be railing regarding the policy of Face book.
