0
University of Cologne /
Rheinische Fachhochschule
Cologne
Christian Bosau
Who do you trust: Facebook or your
friends?
Anal...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 2
Purpose of the study
Main purpose: Looking into trust...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 3
Two agents to be trusted
The platform provider (e.g. ...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 4
The study
Method:
•  online questionnaire (posted via...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 5
The predictors
Sociodemographic control factors:
Age
...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 6
Additional predictors
Specific privacy concerns in Fa...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 7
Differences in trust
3,34
2,36
2
2,5
3
3,5
4
trust
in...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 8
Protection of privacy
Privacy protection behaviour
• ...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 9
Regression analysis
unstandar-
dized B
SE standardize...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 10
Regression analysis
unstandar-
dized B
SE standardiz...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 11
Conclusion
The “friends” in Facebook are a new impor...
Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 12
Thank you very much for your attention!
Comments and...
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Who do you trust: Facebook or your friends? - Analyzing predictors of privacy protection in social networks - Vortrag GOR Mannheim 2013

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Transcript of "Who do you trust: Facebook or your friends? - Analyzing predictors of privacy protection in social networks - Vortrag GOR Mannheim 2013"

  1. 1. University of Cologne / Rheinische Fachhochschule Cologne Christian Bosau Who do you trust: Facebook or your friends? Analyzing predictors of privacy protection in social networks
  2. 2. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 2 Purpose of the study Main purpose: Looking into trust and the members‘ reaction in social networks a bit deeper Aspects about Facebook: •  members are aware of privacy risks (Bosau, Becks & Aelker, 2009; Bosau, Fischer & Koll, 2008) •  still à huge amount of usage •  members try out different protection strategies to lower privacy risks (Young & Quan- Haase, 2009) •  members restrict their profile (Utz & Krämer, 2009), however mostly to their “friends”-list The importance of privacy concerns & trust: •  how people generally think about privacy and whether they trust the requestor influences how much information they give online (Joinson, Reips, Buchanan & Paine-Schofield, 2010)
  3. 3. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 3 Two agents to be trusted The platform provider (e.g. Facebook): •  many reports discuss the misbehaviour of Facebook regarding privacy issues •  people know the risk, but don’t care? The “friends”: •  users add numerous people to their friends-list, even people, that are not close friends •  managing the increasing number of different kinds of “friends” becomes an issue Main question: Who is the requestor, i.e. the communication partner in a social network?
  4. 4. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 4 The study Method: •  online questionnaire (posted via mailing-lists and personal emails, snowball sampling) in February/March 2012 •  270 participants •  age: mean=24,8 SD=5,4 male=24%, female=76% Former studies: § measurement of privacy concerns, privacy protection behaviour & information dissemination separately This study: § combining the different aspects in one single study § differentiation between two trust agents Research question / hypotheses: •  Trust in Facebook and trust in “friends” are two separate factors. •  Trust in “friends” matters (more than trust in the provider), when it comes to protecting the privacy in a social network à dependent variable: privacy protection behaviour in Facebook
  5. 5. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 5 The predictors Sociodemographic control factors: Age General Privacy concern & behaviour (Reips, U.-D., Buchanan, T., & Oostlander, J. ,2008, 2010): Gender Attitude Behaviour Technical Protection Behaviour General Caution Trust (Joinson, Reips, Buchanan & Paine-Schofield, 2010): in “friends” in Facebook Additional predictors: privacy concerns in FB (e.g. boyd & Ellison, 2008) privacy settings of profile (Utz + Krämer, 2009) No. of “friends”
  6. 6. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 6 Additional predictors Specific privacy concerns in Facebook: •  Scale developed based on boyd & Ellison (2008) and Debatin, Lovejoy, Horn & Hughes (2009) •  Question “Which problems or threats do you see when using Facebook?” •  Scale: 1 = can happen hardly vs. 5 = can happen very easily •  14 Items (Cronbach’s α = .85): •  Focusing on the major concerns or threats named in the literature: •  e.g. “damaged reputation due to rumors and gossip“; “hacking or identity theft“; “phishing“; “surveillance-like structures due to backtracking“ “consumer-profiling” Restrictions & privacy settings set to Facebook profile: •  Scale based on Utz & Krämer (2009) •  Question “Which aspects did you open up to which audience?” •  Scale: “all”, “friends of friends”, “only friends”, “subgroups of friends”, “nobody” •  14 Items (Cronbach’s α = .83): •  e.g. “name”, “pictures”, “relationships status”, “friends list”, “comments”, “message wall”
  7. 7. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 7 Differences in trust 3,34 2,36 2 2,5 3 3,5 4 trust in "friends" in Facebook Trust: •  Scale: 1 = low trust vs. 5 = high trust •  8 Items (Joinson, Reips, Buchanan & Paine-Schofield, 2010): •  Focusing on the major dimensions of trust: Benevolence, Competence, Reliability, Integrity, General Trust •  e.g. „The intensions of ... are good“; „... is/are trustworthy“; „... is/are dependable“; „I felt comfortable giving my personal information to ...“ •  Facebook Cronbach’s α = .83 •  „Friends“ Cronbach’s α = .89 F(1) = 297,33; p < .00; η² = 0,52 Important: § r = .11 (no sig.) è no correlation of the two scales è two independent aspects
  8. 8. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 8 Protection of privacy Privacy protection behaviour •  based on Young & Quan-Haase (2009), additional up-to-date possibilities were added •  Scale: 1 = never vs. 5 = very often •  Cronbach’s α = .83 •  14 items •  e.g. “I have provided fake or inaccurate information on Facebook to restrict people I don’t know from gaining information about me.” “I have deleted people from my friends list.” “I have told others to delete pictures that I found unpleasant.”
  9. 9. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 9 Regression analysis unstandar- dized B SE standardized Beta Age -.00 .01 -.02 Gender .18 .10 .11 •  dependent variable: privacy protection behaviour •  stepwise regression analysis •  R2 (adj.) = .13 * p < .05, ** p < .01 Attitude – Privacy Concern .11 .07 .11 Behaviour – General Caution .01 .06 .01 Behaviour – Technical Protection .12 .05 .15* Trust – in Facebook -.10 .07 -.09 Trust – in “friends“ -.16 .06 -.18** No. of “friends“ .00 .00 .21** Facebook privacy concerns -.05 .07 -.05 mean = 3,72 !!
  10. 10. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 10 Regression analysis unstandar- dized B SE standardized Beta Age -.00 .01 -.03 Gender .19 .10 .12 •  dependent variable: privacy protection behaviour •  stepwise regression analysis •  R2 (adj.) = .20 * p < .05, ** p < .01 Attitude – Privacy Concern .11 .06 .11 Behaviour – General Caution -.02 .06 -.02 Behaviour – Technical Protection .10 .05 .13* Trust – in Facebook -.05 .07 -.05 Trust – in “friends“ -.12 .05 -.14* No. of “friends“ .00 .00 .21** Facebook privacy concerns -.05 .07 -.05 Restricted profile .32 .07 .28**
  11. 11. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 11 Conclusion The “friends” in Facebook are a new important issues •  members are aware of privacy risks, trust in Facebook is quite low •  however, the low trust in the provider does not lead to behavioural consequences •  the huge number of “friends” comprises the risk of not being able to predict the behaviour of all “friends” è if members don’t trust their added “friends”, they more likely try to use privacy protection strategies è this problem increases with the number of friends Other results: •  general attitudes about privacy are to abstract and broad to be able to predict specific behaviour; though, specific Facebook concerns to not lead to protection either •  there is also a kind of skill or habit factor: if people use technical protection in other places they do so in Facebook as well •  AND: trust in “friends” and trust in Facebook are two independent factors
  12. 12. Bosau - Who do you trust: Facebook or your friends? GOR 2013 Seite 12 Thank you very much for your attention! Comments and questions can be sent to: Dr. Christian Bosau christian.bosau@gmx.de
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