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Social media and privacy concerns: exploring university student’s privacy concerns in TikTok platform in Vietnam

Hoai Lan Duong (Media Department, Swinburne Vietnam, FPT University, Hanoi, Vietnam)
Minh Tung Tran (FPT University, Hanoi, Vietnam)
Thi Kim Oanh Vo (Business Department, Swinburne Vietnam, FPT University, Hanoi, Vietnam)
Thi Kim Cuc Tran (Media Department, Swinburne Vietnam, FPT University, Hanoi, Vietnam)

Journal of Information, Communication and Ethics in Society

ISSN: 1477-996X

Article publication date: 5 September 2024

Issue publication date: 22 November 2024

429

Abstract

Purpose

This paper aims to investigate the extent of personal privacy concerns expressed by university students in Vietnam while using TikTok, the influence of peer interactions and social norms on privacy attitudes and behaviors and the strategies used by university students in Vietnam to mitigate privacy risks on TikTok.

Design/methodology/approach

A qualitative approach using semi-structured interviews was used to gather data on the following: the degree to which Vietnamese university students express concerns about their personal privacy while using TikTok; how peer interactions and social norms influence privacy attitudes and behaviors; and the strategies these students use to mitigate privacy risks on the platform.

Findings

Findings indicate that although university students exhibit a relatively low level of concern regarding their personal privacy on TikTok, peer influences and societal norms significantly shape their attitudes and behaviors on the platform. Moreover, students use several strategies to mitigate privacy risks, such as selective content sharing and refraining from engaging with unknown links.

Practical implications

These insights provide valuable implications for the development of targeted interventions and educational initiatives aimed at fostering a more privacy-conscious TikTok user community among university students in Vietnam.

Originality/value

This research fills a critical gap in the existing literature by focusing on the influence of social norms and peer influences on privacy attitudes and behaviors on social media platforms. While prior studies have explored various factors impacting privacy concerns on social media, the role of social dynamics has been understudied. Moreover, the research specifically addresses the lack of investigation into privacy concerns on TikTok, a platform rapidly gaining popularity among younger demographics.

Keywords

Acknowledgements

Funding: The authors declare that no funding was received for the research, authorship and/or publication of this article.

Disclosure of interest: The authors declare that they have no conflicts of interest regarding the publication of this manuscript.

Citation

Duong, H.L., Tran, M.T., Vo, T.K.O. and Tran, T.K.C. (2024), "Social media and privacy concerns: exploring university student’s privacy concerns in TikTok platform in Vietnam", Journal of Information, Communication and Ethics in Society, Vol. 22 No. 4, pp. 392-418. https://doi.org/10.1108/JICES-04-2024-0045

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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