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dc.contributor.authorHan, Kyung Jung
dc.date.accessioned2014-03-04T20:26:55Z
dc.date.available2014-03-04T20:26:55Z
dc.date.issued2012-05
dc.identifier.otherhan_kyung-jung_201205_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/han_kyung-jung_201205_ma
dc.identifier.urihttp://hdl.handle.net/10724/27972
dc.description.abstractAs social networking sites (SNSs) have become another medium to communicate with publics, many communicators have focused on more effective ways to approach and interact with customers. With such an idea, many researchers have paid attention to the site users’ perceptions of the company and their privacy concerns. However, not only is a SNS a useful tool for corporate communication, but also it is a social interaction sphere with friends, family, and even strangers. Thus, although a SNS has shed light on a promising corporate communication sphere, there are few studies that consider both contexts – organization-to-public communication and peer-to-peer communication, as a rising field for new research. Therefore, this study aims to look at both contexts in the same SNS to provide more useful insights to scholars and practitioners in order to communicate with publics more efficiently with regard to Facebook users’ multiple selves and perception of privacy concerns. Through this framework, the present study seeks to create a strategy for minimizing customers’ privacy concerns and negative perceptions when they communicate with a company, as corporations adjust to a more ideal self presentation for effective communication. To accomplish this goal, the present study conducted a survey using two contexts— peer-to-peer communication and organization-to-public communication each with a brief situation scenario. Participants tended to have higher privacy concerns when they have lower boundary permeability, lower linkage with others, and higher ownership of their privacy. In terms of contexts, the subjects showed high sensitivity to the current context when they have lower boundary permeability, lower linkage with other, and higher ownership that all led to higher privacy concerns.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectFacebook, Multiple-selves, Privacy Management Theory (PMT), Boundary Management Rules, Corporate communication, Public relations, Peer-to-peer communication
dc.titleContextual gaps and perception of privacy when using Facebook
dc.title.alternativemultiple selves – a friend vs. a consumer
dc.typeThesis
dc.description.degreeMA
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorJournalism and Mass Communication
dc.description.advisorBryan Reber
dc.description.committeeBryan Reber
dc.description.committeeJeffrey Springston
dc.description.committeeJooYoung Kim


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