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  • 1.
    Strid, Hannah
    et al.
    Malmö University, Faculty of Technology and Society (TS).
    Elshani, Granit
    Malmö University, Faculty of Technology and Society (TS).
    Användarens uppfattning om personlig integritet på sociala medier En kvantitativ studie om personlig integritet på Instagram2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study will highlight the importance of personal privacy on social media. The main focus will be to create an understanding if users of instagram are comfortable with sharing their personal information or not. The guidelines for this study will be theories about personal integrity, internet trust, individualized marketing, GDPR and communication privacy management. The data is collected by a quantitative survey in form of a poll and the focus of the survey is to explain how users of instagram reasons about their personal integrity. The data is later analyzed in SPSS to see the correlation between different variables. Further on will the study combine quantitative data with previous research and theories to create a wider understanding for why users feel as they do. The conclusion of this study is that the users of instagram are comfortable with sharing their personal information and do not feel concern about how their personal data is handled. There are many reasons for this output where trust, laws like GDPR and individualized marketing has a major impact. The result and conclusion of this study will hopefully contribute to a deeper understanding about the problem that occur.

    Download full text (pdf)
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