Please use this identifier to cite or link to this item: http://buratest.brunel.ac.uk/handle/2438/7609
Title: Understanding privacy leakage concerns in Facebook: A longitudinal case study
Authors: Jamal, Arshad
Advisors: Coughlan, J
Keywords: Social marketing;Blogs;Information privacy;Privacy concerns
Issue Date: 2013
Publisher: Brunel University, School of Information Systems, Computing and Mathematics
Abstract: This thesis focuses on examining users’ perceptions of privacy leakage in Facebook – the world’s largest and most popular social network site (SNS). The global popularity of this SNS offers a hugely tempting resource for organisations engaged in online business. The personal data willingly shared between online friends’ networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. Therefore organisations are increasingly adopting innovative ways to exploit the detail-rich personal data of SNS users for business marketing. However, commercial use of such personal information has provoked outrage amongst Facebook users and has radically highlighted the issue of privacy leakage. To date, little is known about how SNS users perceive such leakage of privacy. So a greater understanding of the form and nature of SNS users’ concerns about privacy leakage would contribute to the current literature as well as help to formulate best practice guidelines for organisations. Given the fluid, context-dependent and temporal nature of privacy, a longitudinal case study representing the launch of Facebook’s social Ads programme was conducted to investigate the phenomenon of privacy leakage within its real-life setting. A qualitative user blogs commentary was collected between November 2007 and December 2010 during the two-stage launch of the social Ads programme. Grounded theory data analysis procedures were used to analyse users’ blog postings. The resulting taxonomy shows that business integrity, user control, transparency, data protection breaches, automatic information broadcast and information leak are the core privacy leakage concerns of Facebook users. Privacy leakage concerns suggest three limits, or levels: organisational, user and legal, which provide the basis to understanding the nature and scope of the exploitation of SNS users’ data for commercial purposes. The case study reported herein is novel, as existing empirical research has not identified and analysed privacy leakage concerns of Facebook users.
Description: This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel University
URI: http://bura.brunel.ac.uk/handle/2438/7609
Appears in Collections:Computer Science
Dept of Computer Science Theses

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