Generation Z and privacy on social media
Generation Z’s perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness
Rózsa, Z., Ferenčáková, L., Zámek, D., & Firstová, J. (2024). Generation Z’s perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness. Oeconomia Copernicana, 15(1), 229–266. https://doi.org/10.24136/oc.2956
Open access (CC BY 4.0)
In brief. A study of 451 members of Generation Z (online questionnaire, binary logistic regression) examined what influences the willingness to disclose personal information on social media. Attitudes towards advertising and susceptibility to reference group influence were significant; social isolation was close to the threshold of statistical significance.
Implications.
- A positive attitude towards advertising and peer influence increase the likelihood of disclosure despite privacy concerns.
- Protecting young people's privacy is a social, not only a technical, issue.