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Privacy and trust in Facebook photo sharing: age and gender differences

Aqdas Malik (Department of Computer Science, Aalto University, Espoo, Finland)
Kari Hiekkanen (Department of Computer Science, Aalto University, Espoo, Finland)
Marko Nieminen (Department of Computer Science, Aalto University, Espoo, Finland)

Program: electronic library and information systems

ISSN: 0033-0337

Article publication date: 6 September 2016

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Abstract

Purpose

The purpose of this paper is to examine gender and age differences regarding various aspects of privacy, trust, and activity on one of the most popular Facebook activity – “photo sharing.”

Design/methodology/approach

The data were collected using an online survey hosted by a web-based survey service for three weeks during December 2014-January 2015. The target audience comprised of Facebook users over 18 years engaged in sharing their photos on the platform.

Findings

Women and young Facebook users are significantly more concerned about the privacy of their shared photos. Meanwhile, users from older age groups are less active in using the site, in sharing photos, and in taking privacy-related protective measures. Interestingly, despite having more privacy concerns, young Facebook users display higher trust levels toward the platform than older users. Overall, in the study, there was an extremely significant difference in privacy attitudes among people under and over 35 years of age.

Originality/value

The main contribution of this study is new knowledge regarding the gender and age differences in various privacy-related aspects, trust, and activity. Findings from the study broadens the overall understanding of how these issues positively/negatively influence the photo-sharing activity on Facebook.

Keywords

Citation

Malik, A., Hiekkanen, K. and Nieminen, M. (2016), "Privacy and trust in Facebook photo sharing: age and gender differences", Program: electronic library and information systems, Vol. 50 No. 4, pp. 462-480. https://doi.org/10.1108/PROG-02-2016-0012

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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