Gender Differences in Privacy-Related Measures for Young Adult Facebook Users

This study examines gender differences in young adults' privacy beliefs, their reactions to behavioral advertising, personal information-sharing behaviors, and privacy protection behaviors on social networks.

Gender Differences in Privacy-Related Measures for Young Adult Facebook Users

Mariea Grubbs Hoy and George Milne

Social networking sites (SNSs) such as Facebook and MySpace have become primary gathering places for young adults. With an estimated population of 18.6 million ( 2008), adults ages 18-24 years are the largest age cohort on these sites. College students are particularly attracted to Facebook, with more than one-quarter naming it their most visited Web site ( 2009b). Here users can connect with others, “hang out,” and otherwise feel part of a community (emarketer.com2007). This connection...

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