A PRIVACY BASED MONEY MAKING MODEL PROPOSAL ON SOCIAL NETWORKS

Yıl 2014, Cilt: 9 Sayı: 2, 83 - 99, 01.12.2014

Uğur Yozgat Ahmet Murat Özkan Ömer Faruk Oktar

Öz

With the development of information technologies companies can interact much easier and efficiently with their customers. In many cases; such as social networks, companies have the chance to create unique products / services for each customer where the information provided by users are actually essential part of the service. This is useful to maintain customer satisfaction and / or interaction, but on the other hand, there are concerns about privacy of personal information. In this paper we try to develop a model to demonstrate how personal information can turn into money on social networks and talk about privacy issues. We argue that privacy issues are an important barrier among social networks’ money making efforts

Anahtar Kelimeler

social networks, privacy, money making, personal data

A PRIVACY BASED MONEY MAKING MODEL PROPOSAL ON SOCIAL NETWORKS

Öz

Bireyleri arkadaşları, aileleri ve/veya ortak ilgi alanlarına sahip oldukları diğer insanlar ile birbirine bağlayan sosyal ağların kullanıcı sayıları giderek artmaktadır. Özellikle 2000’li yılların ortalarında yükselişe geçen ve son yıllarda akıllı mobil cihazların yaygınlık kazanması ile hayatın her alanına ve anına giren sosyal ağların karlılıkları ve gelir modelleri de tartışılır olmuştur. Bu çalışmada, sosyal ağların veri tabanlarında tuttukları üyelere ait kişisel bilgilerin gizliliği baz alınarak basit bir model geliştirilmiş ve modele ilişkin sorgulamalar, bu ağları kullanan çeşitli gruplara uygulanan bir anket ile test edilmiştir. Anket uygulaması sonucunda, kişilerin sosyal ağlar ile paylaştıkları bilgilerin üçüncü taraflar ile paylaşılması ya da ele geçirilmesinden rahatsızlık duydukları ve sosyal ağlar ile daha az bilgi paylaşma eğilimine girdikleri gözlenmiştir. Bunun bir sonucu olarak, kişisel veriler ile uyumlu reklam ve içerik sunan sosyal ağların gelir modelleri sekteye uğrayabilmektedir

Anahtar Kelimeler

sosyal, ağ, sosyal medya, network, gelir, kar

Kaynakça

• Ahsan, N., Abdullah, Z., Gun Fie, D. Y. and Alam, S. S. 2009, ‘A Study of Job Stress on Job Satisfaction among University Staff in Malaysia: Empirical Study’, European Journal of Social Sciences, 8(1), pp.121–131.
• Allen, A. L. 1988, ‘Uneasy access: Privacy for women in a free society’, Totowa, NJ: Rowman &Littlefield. BBC. 2011, ‘How can social networks make money?’ Online, http://news.bbc.co.uk/2/hi/programmes/click_online/9457946.stm, Accessed on: 02.06.2012. Becker, J. & Chen, H.
• ‘Measuring Privacy Risk in Online Social Networks’, Online,
• http://www.cs.ucdavis.edu/~hchen/paper/w2sp09.pdf, Accessed on:30.05.2012.
• Bonneau, J. & Preibusch, S. 2009, ‘The Privacy Jungle: On the Market for Data Protection in Social Networks’, WEIS The Eighth Workshop on the Economics of Information Security.
• Boyd, D. M., & Ellison, N. B. 2007, ‘Social network sites: Definition, history, and scholarship’, Journal of Computer-Mediated http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html, Accessed on: 28.05.2012.
• Communication, 13(1), article 11.
• Boyd, D. M. 2008, ‘Facebook’s privacy trainwreck: Exposure, invasion, and social convergence’, Convergence, 14, pp.13 – 20.
• Cohen, N. S., & Shade, L. R. (2008). ‘Gendering Facebook: Privacy and commodification’, Feminist Media Studies, 8(2), pp.210 – 214.
• Dubrofsky, R.E. 2011, ‘Surveillance on reality television and facebook: from authenticity to flowing data’, Communication Theory, 21, pp.111– 129
• Dwyer, C., Hiltz, S.R. & Passerini, K. 2007, ‘Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace’, Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado August 09 – 12 2007.
• Gross, R. & Acquisti, A. 2005, ‘Information Revelation and Privacy in Online Social Networks (The Facebook case)’, Pre-proceedings version. ACM Workshop on Privacy in the Electronic Society (WPES).
• Haque, N. 2008, ‘How social networks make money… listen up Facebook. Wikinomics’, Online, http://www.wikinomics.com/blog/index.php/2008/04/29/how-social-networks-make-money-listen-up- facebook/, Accessed on: 02.06.2012
• Kulkarni, A. 2012, ‘How does Facebook Make Money?’ Online, http://www.buzzle.com/articles/how-does- facebook-make-money.html, Accessed on. 02.06.2012
• Margulis, S. T. 1977, ‘Conceptions of privacy: Current status and next steps’, Journal of Social Issues, 33(3), pp.5–21.
• Margulist, S.T. 2003, ‘Privacy as a Social Issue and Behavioral Concept’, Journal of Social Issues, Vol. 59, No. 2, 2003, pp. 243–261.
• Mazer, J. P., Murphy, R. E., & Simonds, C. J. 2007, ‘I’ll see you on ‘‘Facebook’’: The effects of computer- mediated teacher self-disclosure on student motivation’, affective learning, and classroom climate. Communication Education, 56(1), pp.1 – 17.
• Nunnallym J.C. 1978, ‘Psychometric theory’, New York: McGraw-Hill.
• O’Neill, N. 2010, ‘The secret to how Facebook makes money’, Online, http://allfacebook.com/facebook-makes- money_b9896, Accessed on: 29.05.2012.
• Papacharissi, Z. 2009, ‘The virtual geographies of social networks: A comparative analysis of Facebook, LinkedIn and AsMallWorld’, New Media & Society, 11(1 – 2), pp.199 – 220.
• Sawchuk, K., & Shade, L. R. 2010, ‘Trial by Facebook: The court of public opinion in the era of social media version 1.0’, IAMCR 2010: Communication Policy and Technology Section: Session 6: Internet, Privacy and Surveillance.
• Shirky, C. 2013, ‘People on page: YASNS… Corante's Many-to-Many’, Accessed on: 20.05.2012 http://many.corante.com/archives/2003/05/12/people_on_page_yasns.php
• Stern, L. A., & Taylor, K. 2007, ‘Social networking on Facebook’, Journal of the Communication, Speech & Theatre Association of North Dakota, 20, pp.9 – 20.
• Tong, S. T., Van Der Heide, B. 2008, ‘Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook’, Journal of Computer-Mediated Communication, 13(3), pp.531 – 549.
• Walther, J. B., Van Der Heide, B., et al. 2008, ‘The role of friends’ appearance and behavior on evaluations of individuals on Facebook: Are we known by the company we keep?’, Human Communication Research, 34(1), pp.28 – 49.
• Walther, J. B., Van Der Heide, B., et al. 2009, ‘Self-generated versus other-generated statements and impressions in computer-mediated communication: A test of warranting theory using Facebook’, Communication Research, 36(2), pp.229 – 253.
• Yuan, M., Chen, L., Yu, P.S. 2011, ‘Personalized privacy protection in social networks’, 37th International Conference on Very Large Databases, August 29th - September 3rd 2011, Seattle, Washington. Proceedings of the VLDB Endowment, Vol. 4, No. 2.