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Vloga informiranega razkrivanja podatkov pri zaupanju v spletna družbena omrežja : diplomsko delo
Prvulović, Tena (Author), Tuškej Lovšin, Urška (Mentor) More about this mentor... This link opens in a new window

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Abstract
Število uporabnikov spletnih družbenih omrežij hitro narašča. Te platforme uporabnike spodbujajo, da na njih razkrivajo svoje podatke, čeprav se uporabniki na ta način izpostavljajo številnim tveganjem. Študije so pokazale, da so uporabniki zaskrbljeni glede razkrivanja svojih podatkov in bi o njihovi uporabi želeli biti bolj informirani. Kljub izražanju zaskrbljenosti glede uporabe osebnih podatkov pa posamezniki ne kažejo želje po ozaveščanju glede razkrivanja teh podatkov na spletnih družbenih omrežjih. Zato si je potrebno prizadevati najti načine, na katere bi se uporabniki začeli zavedati pomena ozaveščanja glede razkrivanja podatkov. Študije so namreč pokazale, da bi na ta način spletana družbena omrežja lahko bila deležna večjega zaupanja s strani uporabnikov. Zato je pomembno razumeti, kakšno vlogo ima informirano razkrivanje podatkov pri zaupanju v družbena omrežja. Teoretični del diplomske naloge se, s ciljem preučiti to vprašanje, osredotoča na pregled literature o tematikah razkrivanja podatkov na družbenih omrežjih, ozaveščenosti o zasebnosti in zaupanju v spletna družbena omrežja. Empirični del diplomske naloge vsebuje kvalitativno raziskavo, izvedeno v obliki šestih polstrukturiranih intervjujev. Raziskava je pokazala, da tudi kadar se uporabniki zavedajo možnih tveganj, ki so jim izpostavljeni pri razkrivanju podatkov na spletnih družbenih omrežjih, večinoma ne spremenijo svojega vedenja. Pokazalo se je, da se, s tem ko se ozaveščenost uporabnikov o zasebnosti povečuje, zaupanje v spletna družbena omrežja zmanjšuje.

Language:English
Keywords:zasebnost, zaupanje v blagovno znamko, spletna družbena omrežja
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[T. Prvulović]
Number of pages:85 str.
UDC:316.472.4(043.2)
COBISS.SI-ID:21999107 Link is opened in a new window
Views:80
Downloads:43
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Secondary language

Language:Slovenian
Title:The role of informed data disclosure in trust towards social networking sites
Abstract:
The number of social networking site users is rapidly growing. Users are encouraged to disclose their data on these sites. By disclosing their data, users expose themselves to a number of risks. Studies show that users are concerned that their data will be used in unforeseen ways and would like to be informed about how their data is used. Yet, even though users express high levels of privacy concerns they are at the same time being relatively uneducated in disclosing their data. Therefore, it is important to urge users to become more aware of the privacy protocols of social networking sites. Studies have shown that in turn, social networking sites can expect more trust from their users if they provide high quality information and educate them. Therefore, it’s important to understand what role informed data disclosure has in trusting social networking sites. With an aim to research this topic, theoretical part of the thesis focuses on a literature review of the relevant contributions to the topics of data disclosure on social networking sites, privacy awareness and trust in social networking sites. The empirical part of the thesis contains qualitative research in the form of six semi-structured interviews. The research showed that even when users are aware of the possible risks, they consciously expose themselves to possible risks when disclosing their data on social networking sites and mostly do not change their behaviour. Trust in social networking sites has been shown to decrease as the privacy awareness of users increases.

Keywords:privacy, brand trust, social networking sites

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