Dizin Eklenmedi

Trade-offs between User’s Privacy and Monetarization of SNS: An Exploratory Perspective on Facebook Users

Received: 2014-02-10 Accepted: 2015-04-12 Published: 2015-06-27



Social Network Sites (SNS) have developed into a major tool for communication purposes. From an economic standpoint SNS rely on advertising based business models offering their services free of charge for users in exchange for attention and personal data. This is in conflict with user’s privacy concerns about their personal data and information disclosed. Based on a quantitative online survey among Facebook users (N=188) in Germany this paper analyzes how users evaluate and react to (a) a decrease of the platform’s privacy regulations and (b) the installation of different modes of user-sided payments. Results indicate that users are less critical about limitations in privacy compared to the introduction of payment models. Female users and people who spend less time on Facebook evaluate restrictions in privacy more negative.


Keywords: Social network sites, privacy online, social media business models, willingness to pay online

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