Networking and Online Privacy: Facebook Users' Perceptions The study examines Facebook users' perceptions of online privacy and trust over time. A focus group and survey were conducted. The survey found that while users want to control their privacy settings, they see Facebook as mainly a social utility. It is recommended that Facebook provide more privacy options and earn back user trust. Discovering interest groups for marketing in virtual communities: An integrated approach The study presents an approach using social network analysis and web mining to identify key members and interest groups in virtual communities for marketing. By analyzing interactions and discussion topics, interest groups and opinion leaders can be identified to more effectively promote products through word-of-mouth, improving click-through rates

1. ARTICLES PRESENTATION
Networking and Online Privacy: Facebook Users'
Perceptions
O' Bien, D., & Torres, A. M. (2012). Social Irish Journal of Management,
31(2), 63-97.
Discovering interest groups for marketing in
virtual communities: An integrated approach
Wang, K.-Y., Ting, I. H., & Wu, H.-J. (2013). Journal of Business Research,
66(9), 1360-1366
Group L – CHAOYUE, MEUNIER, ROUSSEAU, VEAU DE LANOUVELLE, ZHRAOUI

2. ARTICLE 1
Networking and Online Privacy:
Facebook Users' Perceptions

3. Introduction
Definitions
Refers to the moral right of individuals to avoid intrusion
into their personal affairs by third parties**
A psychological state comprising the intention to
accept vulnerability based on positive expectations of
the intentions or behaviours of another*
*Chaffey et al (2009) Internet Marketing: Strategy, Implementation and Practice , fourth edition
** Rousseauet al (1998) ‘Not so Different after all: A Cross-Discipline View of Trust,’ Academy of Management Review , 23, pp. 393–404.

4. Factors of control :
-awareness of information being collected
-information usage
-information sensitivity
-familiarity with the entity collecting the information
• Depending on
- Context
- Privacy concerns
- Browser
- Website and Transactions
- Individual’s perception
- Perceived risk
• Vital for social media

5. METHODOLOGY
1. BACKGROUND CASE DESCRIPTION
-Facebook Privacy
- Dec 2009 : Facebook made users’ information publicly available (by default)
- 80% of users had not read the privacy policy
- Tolerance of dissatisfactory elements  to share in experiences with others
-Facebook Trust
- 2006: users’ trust in FB was great
- Over the years: decrease of the users’ options to
control their own information

6. METHODOLOGY
2. RESEARCH DESIGN
1.Focus group: Qualitative research
Generate discussion about online privacy, trust and social
networking among users
2. Survey: Quantitative research
Cross-sectional survey enables data collected , relating to
Facebook users’ perceptions of online privacy

7. Data collection
1.Focus group: divided into four age groups
18-21 years, 22-25years, 26-29 years,
30 years plus
2. Survey: distributed to 600 active Facebook users and 285 responses were
collected. (47.5%)
Survey Monkey : employed for the design, distribution and analysis of the survey
instrument
23 questions comprised the survey.

8. METHODOLOGY
3. RESULTS
-Survey (key figures and results)
-Privacy statement and policy
-Trust statement

9. METHODOLOGY
4. DISCUSSION
-Privacy:
Users control their privacy
settings
-Trust
Facebook only has a
“social utility” according
to users

10. CONCLUSION

11. RECOMMENDATIONS
For Facebook
For Facebook’s users

12. QUESTIONS

13. ARTICLE 2
Discovering interest groups for marketing in
virtual communities:
An integrated approach

14. INTRODUCTION
Purpose: how to use proper advanced techniques for
effective marketing in virtual communities ?
 Social Network Analysis :
tool to study the
structure of social
networks
 Web mining: the most
suitable technique to
analyze web content

15. METHODOLOGY
Research design
Sample

16. RESULTS
Three measurements (responses, citations & recommendations)
allow researchers to find the
key members for WOM
marketing.
Interactions, discussed
topics and recommended
content helps to identify
group interest.

17. CONCLUSION
1.This research extends the use of the SNA from offline to online settings
2.Demonstrate the use of the SNA in conjunction with web mining
techniques
3.The proposed method offers an alternative which improves the
efficiency and accuracy of a recommendation
4.Benefit future researchers
5. Minimize the possibility of invading consumer privacy

18. Managerial implications
Enhancing service quality
 Simplying searching process and save users' time
Attract more users
Facilitate marketers’ work
For online advertisers :
Target better
Improving the click-through rate
Products promoting
by opinion leaders
Increase
WOM
Product trial
and
purchases

19. QUESTIONS