VALUE FOR PRIVACY ON SOCIAL MEDIA SITES WITH SPECIAL REFERENCE TO YOUNG USERS

Abstract

This paper inspects the impact of interactive social media communication network on young users for the value of privacy components associated to their individual personality. The study also considers the impact of numbers of additional factors for example usage (access by users, length of usage by users, log on frequency of the users, log on duration and profile update incidences of users), demographic factors (age, gender, education of the users) and factors on young user’ attitudes for value of privacy towards social media marketing communications. The research was directed via a self-administered questionnaire, which were distributed to around 323 social media users’ age between 14 -26 years from the National Capital Region (NCR) of Delhi in India. A generalized exploratory factor analysis was used to club the number of variables into factors for more relevant and authentic data analysis and summed linear modeling was employed for statistical hypothetical testing, the collected data from the respondents was coded in R for the mentioned statistical analysis. The review discovered that there is high level of concern for privacy on each attitude component among youngsters on social media marketing communications, The results also uncovered that young users who used social media for long time periods; refreshed their profiles frequently, displayed the most positive attitudinal reactions for the value and concern for the privacy on the social media marketing communications. Social media administrators should consider utilizing and adapting high standards with respect to the privacy settings for the users, their strategies should based on the making the social media sites more user friendly and protective with respect to the personal and confidential information of the users