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Publicação
Understanding the Social Media Benefits: Impact of User Exposure to Data Collection Practices
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| 1.28 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Social media is used by millions of people worldwide and generates vast amounts of data daily.
Its extensive adoption can mostly be attributed to the benefits it offers to its users. However,
providing these benefits requires extensive data collection, which in turn gives rise to
emerging privacy concerns. Therefore, it becomes essential to understand how users’
realization of these data practices, and the potential implications they carry, can influence
their perception of social media benefits. To explore this relationship, an experimental study
was conducted with a sample of 245 participants, randomly assigned to either a control group
(n = 139) or a treatment group (n = 106). The results indicate that awareness of data collection
practices significantly influences users’ perceived benefits of social media. Furthermore, the
findings reveal that privacy concerns mediate this relationship, while socio-demographic
factors, particularly age, play a moderating role.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business Analytics
Palavras-chave
Social media Perceived benefits Privacy Concerns Data collection realization SDG 3 - Good health and well-being SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 12 - Responsible production and consumption