Factors Associated with the Privacy Disclosure on Social Media by State University Students in Sri Lanka

Abstract

The use of social media has become an integral part of the daily life of young people in Sri Lanka. The majority of Sri Lankan youth between the age of 16-25 use social media platforms with Facebook being the most popular one. However, the disclosure of personal information on social media has been associated with various drawbacks, including cyberbullying, identity theft, and physical harm. This research aims to investigate the factors associated with privacy disclosure on social media by state university students in Sri Lanka. The research population consists of undergraduate students from all 17 state universities in Sri Lanka, totalling 327,216 students. The sample is selected using convenience sampling, where 385 undergraduates were selected with a 95% confidence level, and a 5% error rate. The data was collected using a questionnaire and analyzed using statistical procedures such as correlation and multiple regression analysis employing SPSS software. The results of the study reveal that privacy concern was negatively correlated with privacy disclosure, indicating that as privacy concerns increased, students were less likely to disclose personal information on social media. Conversely, perceived benefits were positively correlated with privacy disclosure. These findings suggest that increasing awareness among students of the potential risks associated with sharing personal information online may be an effective measure to prevent privacy disclosure. Furthermore, the study opens avenues for future research to build on its findings and expand understanding of the complex nature of privacy disclosure behavior on social media.