Smile, YOU'RE Being Watched: Digital Privacy and Risk Perception Regarding Data Sharing on Social Networks

This study analyzes how users perceive the risks associated with privacy loss on social networks and behave in response to these perceived risks. Specifically, it studies how privacy literacy influences privacy-related risk perceptions concerning the usage of personal information on social networks, and the relationship between the user's privacy concerns and their sharing behavior on social media. The privacy paradox concept is evaluated in this context with respect to the ambiguous values and perceptions that social network users have, wherein they experience concerns regarding their privacy in specific environments but continue to share their information and personal content via these channels regardless. The research adopts a qualitative exploratory approach using semi-structured interviews and content analysis, with Facebook as the focal social network. Four categorical headlines are identified, supporting specific findings that indicate that risk perceptions concerning privacy do impact users' privacy concerns, but do not influence individuals to reduce sharing data. Thus, although some users perceive risks involved in these practices, they continue to share data, ignoring the fact that this may be to their detriment and instead focusing on characteristics that support their sharing. The findings indicate that social interaction benefits obtained from social, hedonic and utilitarian elements provided via the social network lead users to take risks regarding online self-exposure based on their desires and social values.