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Facebook Users Attitudes towards Secondary Use of Personal Information
Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.ORCID iD: 0000-0002-5286-4850
Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.ORCID iD: 0000-0002-7477-0783
Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.ORCID iD: 0000-0001-9468-6821
Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.ORCID iD: 0000-0003-4317-9963
Number of Authors: 42016 (English)In: Proceedings of the Thirty Seventh International Conference on Information Systems: ICIS 2016, 2016, p. 1-15Conference paper, Published paper (Refereed)
Abstract [en]

This paper reports on a study of how user attitudes to institutional privacy change after exposing users to potential inferences that can be made from information disclosed on Facebook. Two sets of focus group sessions with Facebook users were conducted. Three sessions were conducted by demonstrating to the users, on a general level, what can be inferred from posts using prototypical software called DataBait. Another set of three sessions let the users experience the potential inferences from their own actual Facebook profiles by using the DataBait tool. Findings suggest that the participants’ attitudes to secondary use of information changed from affective to cognitive when they were exposed to potential third-party inferences using their own actual personal information. This observation calls for more research into online tools that allow users to manage and educate themselves dynamically about their own disclosure practices.

Place, publisher, year, edition, pages
2016. p. 1-15
Keywords [en]
Privacy, Facebook, User attitude, DataBait
National Category
Information Systems, Social aspects
Research subject
Information systems
Identifiers
URN: urn:nbn:se:ltu:diva-60685Scopus ID: 2-s2.0-85019398333ISBN: 978-0-9966831-3-5 (print)OAI: oai:DiVA.org:ltu-60685DiVA, id: diva2:1049575
Conference
37th International Conference on Information Systems, Dublin, Ireland, 11-14 December 2016
Projects
USEMP
Funder
EU, Horizon 2020Available from: 2016-11-25 Created: 2016-11-25 Last updated: 2018-05-30Bibliographically approved
In thesis
1. Exploring Impacts of Secondary Information Use on Individual Privacy
Open this publication in new window or tab >>Exploring Impacts of Secondary Information Use on Individual Privacy
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Alternative title[sv]
Utforskar implikationer av användandet av sekundärdata påindividens integritet
Abstract [en]

Information collected from individuals via online social networks and Internet of things devices can be used by institutions and service providers for different business purposes to tailor and customize their services, which is defined as secondary use of information. Although the literature on secondary use is well developed, prior studies have largely focused on direct use of information such as those instances of information use that do not stem from data mining. Advances in data mining and information-processing techniques facilitate discovery of customers’ and users’ behaviors and needs. Research shows that individuals’ behavior can be inferred with high accuracy from their shared information, which may in turn jeopardize privacy. A recent scandal of Cambridge Analytica using about 87 million Facebook profiles to target those users with customized micro-targeted political ads has created public outrage and raised criticisms of secondary use. Given this background, the purpose of this thesis is to explore impacts of organizations’ and service providers’ secondary use of personal information in order to draw conclusions related to how individuals’ attitudes are formed and what role secondary use plays in managing privacy.

This research investigates user awareness and attitudes towards potential secondary uses of information. To pursue this, a multi-method qualitative approach using a descriptive questionnaire with 1000 European citizens and a total of 10 focus groups with 43 participants was employed. A qualitative content analysis using both inductive and deductive approaches was conducted to analyze the results. The conceptual framework employed in this thesis was genres of disclosure.

The research results suggest that user awareness of the potential for indirect personal information disclosure was relatively low. It was consequently found that participant attitudes toward privacy and disclosure shifted from affective to cognitive when they experienced firsthand the potential inferences that could be made from their own data. Generally, the participant users only considered their direct disclosure of information; through observing potential indirect inferences about their own shared contents and information, however, the participants became more aware of potential infringements on their privacy.

The study contributes to information privacy and information systems literature by raising understanding of the impacts of secondary use, in particular its effects on individual privacy management. In addition, this thesis suggests that information privacy is affected differently by direct and indirect uses. Its contribution to information privacy research is to complement previous methodological approaches by suggesting that if users are made aware of indirect inferences that can be made from their content, negative affective responses decrease while cognitive reactions increase through the processing of information related to their disclosure genres. The reason is that indirect use of information inhibits the negotiation of information privacy boundaries and creating unresolved tensions within those boundaries. Cognitive awareness of inferences made to individual information significantly affects the privacy decision-making process. The implication is that there is a need for more dynamic privacy awareness mechanisms that can empower users by providing them with increased awareness of the indirect information they are sharing.

Place, publisher, year, edition, pages
Luleå: Luleå University of Technology, 2018
Series
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
National Category
Information Systems Information Systems, Social aspects
Research subject
Information systems
Identifiers
urn:nbn:se:ltu:diva-68991 (URN)978-91-7790-158-7 (ISBN)978-91-7790-159-4 (ISBN)
Public defence
2018-09-26, A3012, Luleå, 10:00 (English)
Opponent
Supervisors
Available from: 2018-05-31 Created: 2018-05-30 Last updated: 2019-03-05Bibliographically approved

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Scopushttp://aisel.aisnet.org/icis2016/ISSecurity/Presentations/7/

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Padyab, AliPäivärinta, TeroStåhlbröst, AnnaBergvall-Kåreborn, Birgitta

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