Essay: Privacy Concerns and Privacy-Protective

Behavior in Synchronous Online Social Interactions

Privacy is of prime importance to many individuals when they attempt to develop online
social relationships. They utilize self-disclosure and misrepresentation to protect their privacy
and that social rewards help explain why individuals may not behave in accordance with their
privacy concerns. The online social interactions enable individuals to share cultural artifacts,
manage selfpresentation, or receive feedback. Real-time monitoring and eavesdropping
aggravates the problem of personal privacy but individuals are pressured to maintain the flow
of information exchange.
Individuals performed a privacy calculus psychologically when confronting privacy
loss. Online social interaction sites often focus on enriching information presentation via
personalized communication and feedback immediacy. Self-disclosure is defined as giving
away true personal information. Users may reallocate their cognitive-behavioral resources to
create a favorable impression on others and they overestimate their similarities and shared
norms with others when interacting through mediated channels. The hyperpersonal framework
identifies four essential aspects of mediated communications, namely, the sender, receiver,
channel characteristics, and feedback. individuals are more likely to be attracted by the
companionship, approval, and respect that can be derived from participating in a social
exchange. Individuals can maintain their anonymity by completely or partially concealing their
identity information. They may also manipulate their anonymity status by revealing or
concealing their real names, or using partially or completely fake identities. When others
provide adequate explanations, individuals will become more acceptable and tolerant toward
privacy loss.
The media richness theory advocates a mediatask fit, equivocal messages are better
communicated using rich media than lean media. Higher perceived intrusiveness will reduce
social rewards. Higher perceived media richness will increase social rewards. Higher perceived
intrusiveness will increase privacy concerns. Higher perceived intrusiveness will reduce social
rewards. Greater privacy concerns will lead to less self-disclosure and to greater
misrepresentation. Greater social rewards will lead to greater self-disclosur. Greater social
rewards will lead to less misrepresentation. The factors are: perceived anonymity of self,
perceived anonymity of others, perceived media richness, perceived intrusiveness, social
rewards, self-disclosure, misrepresentation, namely, collection, control, and awareness. Often,
individuals tend to misconstrue misrepresentation as being very negative
and anti-normative, relating it to certain undesirable behavior with malicious intent. They may
not completely reflect their actual behavior because of the social desirability bias, which is the
tendency for individuals to portray themselves in a generally favorable light.
 Ineffective traditional advertising planning methods, the growing advertising saturation
of digital media, and the disrupting influence of the digital players in the advertising sector have
created a need for new methods and tools for advertising in today’s ubiquitous Internet. The
responsible use of these tools and the ability to identify the consequences of them appear to be
a professional and functional challenge. Nowadays, everything can be an advertising platform,
we’re not able to create a division between what is, and what is not, a communication channel.
Programmatic trading simplifies the buying and selling process bringing operational and pricing
efficiency by digitally connecting the buyer and seller, enabling the programmatic purchase of
ads via trading platforms. Connecting professional perceptions about ethical implications to
direct knowledge of barriers and drivers in the implementation of programmatic advertising is
an unexplored area. Programmatic trading is a form of data driven technology, like an
instrumental applications that take advantage of massive or intensive data management. The
nature of data aggregation with regard to players in the programmatic ecosystem has important
implications for operational and ethical concerns.
Experts showed a wide level of agreement when considering the implementation of
programmatic advertising technology in Spain as incipient and tentative and they pointed at
regional advertisers as the main burden to the application of new methods in regional
advertising. Some of the agencies don’t offer more innovative ways of media planning to their
clients because they don’t want to be bothered with new ways of doing things. Using more
established methods means less work for them. The data with a larger presence in the market
third party data are of lower quality and also more legally and ethically sensitive. Beyond the
common general practices of privacy and security, participants in the experts’ panel displayed
a low perception of ethical conflicts and challenges in real-life programmatic trading
development. Programmatic advertising is a form of data driven technology that is contributing
to the effective transformation of tools and strategies in the current advertising ecosystem.
Despite the perceived deep structural challenges to come, experts’ attitudes towards
programmatic trading was optimistic. The dilemma about the limits and extent of personal data
management was mostly restrained to legal and functional criteria. Fear of innovation was
repeatedly noted as an aspect of the state of programmatic trading in Spain, together with the
lack of appropriate training and experience.
Online Social Networks (OSNs) have become very popular during the last decade.
Facebook is now the most popular and frequently used platform. Research has shown, that in
order to really benefit from OSN-communication, users need to disclose information instead of
being passive recipients. Both knowledge and metacognitive accuracy are relevant for privacy
management in OSNs, but are likely to be incomplete at the same time. The lack of contingency
contributes to the difficulty to establish integrative knowledge on what content is accessible to
which audience. The important cognitive processes here are memory, knowledge, or learning
processes. The meta-level can then, based on the present model of the object, modify the object-
level. Metacognitive accuracy is measured as the association between the performance on a
specific cognitive task and different judgment measures such as prospective feeling-of-knowing
judgements. OSNs metacognitive accuracy could have the potential to compensate for
incomplete disclosure-related knowledge: OSNs-users who on a meta-level have an accurate
model of their own disclosure-related knowledge might as a consequence be more likely to
optimize their settings.
 People access OSNs using both traditional desktop PCs and new emerging mobile
devices. Understanding the behavior of mobile users can be leveraged to enhance the
performance of mobile social applications and systems. OSNs introduce new challenges related
to security and privacy. A fast increase in the number of users makes the size of social graphs
larger and larger, which presents researchers with a big challenge when performing any analysis
with limited computation and storage capability. Graph sampling techniques are used to get a
smaller but representative snapshot of social graphs. The dynamic feature is an important aspect
to deeply understand an OSN’s user behavior. An OSN was investigated in a static way, by
collecting or studying a static snapshot dataset. Different kinds of social graphs can reveal how
users connect and interact with each other. Nowadays, OSNs represent a significant portion of
web traffic, comparable with search engines. The researchers focus on the user behavior in
MSNs because it is very helpful for the design and implementation of MSN systems, improving
the system efficiency in mobile environments or supporting better mobile-centric functions. As
people spend more time online, data regarding Geographical Prediction in OSN is becoming
increasingly precise, allowing building reliable models to describe their interaction.
To improve coverage and increase capacity, it is assumed that users share any content
updates they receive with other users they meet. Because of the abundance of available personal
information, OSNs suffer from the problem of privacy breach. Such attacks may be caused by
three primary parties in the OSN: service providers, malicious users, and third-party
applications. Further research of user behavior in OSNs will generate more interesting research
problems and solutions in this area.

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