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Towards a Deeper Understanding of Facebook Resistance

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Towards a Deeper Understanding of Facebook Resistance UNIVERSITEIT GENT FACULTEIT ECONOMIE EN BEDRIJFSKUNDE ACADEMIEJAAR 2014 – 2015 TOWARDS A DEEPER UNDERSTANDING OF FACEBOOK RESISTANCE Masterproef voorgedragen tot het bekomen van de graad van Master of Science in de Bedrijfseconomie Petra Truant onder leiding van Dr. Katrien Verleye en Dr. Simon Quaschning UNIVERSITEIT GENT FACULTEIT ECONOMIE EN BEDRIJFSKUNDE ACADEMIEJAAR 2014 – 2015 TOWARDS A DEEPER UNDERSTANDING OF FACEBOOK RESISTANCE Masterproef voorgedragen tot het bekomen van de graad van Master of Science in de Bedrijfseconomie Petra Truant onder leiding van Dr. Katrien Verleye en Dr. Simon Quaschning Vertrouwelijkheidsclausule PERMISSION Ondergetekende verklaart dat de inhoud van deze masterproef mag geraadpleegd en/of gereproduceerd worden, mits bronvermelding. Naam student:............................................................................................................................ Samenvatting Deze masterproef focust op Facebook resistance, een fenomeen dat erg actueel is, maar in de academische literatuur amper aandacht geniet. Van Dijck’s classificatie van sociale media langsheen een technoculturele (gebruikers en gebruik, content, technologie) en socio-economische dimensie (beleid, eigenaarschap, business model), lijkt geschikt om het onderwerp in de juiste context te kaderen. Doorheen deze zes niveaus komen van Dijck’s concepten van ‘friending’ en ‘sharing’ veelvuldig aan bod. Deze ervoeren een verschuiving van ‘connectedness’ naar ‘connectivity’. Dit betekent een verregaande commercialisering en comodificatie van gebruikersinfo. Dit heeft diepgaande gevolgen voor de sociale privacy (privacy naar andere mensen toe) en de institutionele privacy (privacy naar Facebook toe) van Facebook gebruikers. Verschillende kritieken op Facebook’s privacy beleid komen aan bod. Sociale en institutionele privacy lijken hier heel belangrijk. Bovendien lopen zij ook doorheen de zes dimensies van Facebook. Ondanks de vele kritiek omtrent Facebook en privacy, blijven mensen Facebook gebruiken. Motieven voor Facebook gebruik en blijvend gebruik worden besproken. Attitude bewijst hierin heel belangrijk. Toch blijken er mensen te zijn die zich tegen Facebook willen verzetten. Verschillende Facebook resistance vormen worden besproken langsheen een externe en interne dimensie en langsheen een passieve en actieve dimensie. Bovendien worden enkele motieven voor Facebook resistance aangehaald. Het onderzoek binnen deze masterproef is zowel kwantitatief als kwalitatief en focust op de motieven en op verschillende vormen en types van Facebook resistance. Daarnaast tracht het onderzoek een typologie van gebruikers en niet-Facebook gebruikers te voorzien langsheen een dimensie van attitude naar Facebook toe (voorgesteld door de schaal Facebook love) en een dimensie van Facebook resistance (voorgesteld door de schaal Facebook resistance). Er blijken veelvuldige vormen van Facebook resistance te bestaan, die kunnen opgedeeld worden volgens drie types: algemene Facebook resistance, sociale Facebook resistance en institutionele Facebook resistance. Deze laatste zijn verbonden met respectievelijk sociale en institutionele privacy. Motieven voor Facebook resistance worden ook langsheen deze dimensies ingedeeld. De termen algemene Facebook resistance, sociale Facebook resistance en institutionele Facebook resistance worden van definities voorzien. Onder de respondenten kan men vijf groepen onderscheiden langsheen de schaal Facebook love en Facebook resistance. Zij krijgen de volgende namen: Facebook indifferent resisters, Facebook lovers, anti Facebook resisters, Alter-Facebookers en Ambiguous Facebook resisters. Verschillende conclusies worden getrokken en worden bediscussieerd. Implicaties voor Facebook en maatschappelijke implicaties worden besproken. Beperkingen en aanbevelingen voor verder onderzoek besluiten deze masterproef. Preface I want to thank anyone who supported the establishment of this Master’s thesis, my thanks especially go to: Dr. Katrien Verleye, Dr. Simon Quaschning and Dhr. Arne De Keyser: for your professional support Prof. Dr. José van Dijck, Marc Stumpel en Tobias Leingruber: for your time and consideration Prof. Dr. Pieter Verdegem: for your support Dr. Brecht Wyseur: for your inspiration My parents: for your emotional support Frederik: for reviewing spelling Table of Contents Abstract ...................................................................................................................................... 1 Introduction ................................................................................................................................ 2 Problem Statement ................................................................................................................ 2 Context ................................................................................................................................... 3 Facebook’s six dimensions ..................................................................................................... 3 Facebook’s Techno-cultural Dimension ............................................................................. 3 Facebook’s socio-economical dimension ........................................................................... 4 Facebook and privacy ............................................................................................................. 6 Facebook and social privacy ............................................................................................... 7 Facebook and institutional privacy .................................................................................... 9 Motives for (continued) Facebook use ................................................................................ 12 Facebook resistance ............................................................................................................. 19 Forms of Facebook resistance .......................................................................................... 19 Motives for Facebook resistance ..................................................................................... 25 Conclusion ............................................................................................................................ 27 Research methodology............................................................................................................. 27 Test sample .......................................................................................................................... 27 Instrument development ..................................................................................................... 28 Data analysis and results .......................................................................................................... 29 Conclusion and discussion ........................................................................................................ 38 Towards a definition ............................................................................................................. 39 Effects of Facebook resistance ............................................................................................. 45 How does Facebook react on Facebook resistance? ........................................................... 46 Implications of this research ................................................................................................ 47 Limitations and future research ........................................................................................... 48 References ................................................................................................................................ 50 Appendix 1 .................................................................................................................................. 2 Appendix 2 .................................................................................................................................. 3 Appendix 3 .................................................................................................................................. 4 Appendix 4 .................................................................................................................................. 7 Appendix A: Surveying Facebook resistance .............................................................................. 9 Appendix B: Descriptives reducing Facebook’s influcence (Q5), resisting Facebook’s influence .................................................................................................................................................. 15 Appendix C: Reliability analysis: scale attitude towards Facebook (Q1,Q2), scale Facebook resistance (Q5, Q6) ................................................................................................................... 16 Appendix D: Frequencies scale Facebook Resistance (Q5,Q6) ................................................ 17 Appendix E: Correlation between Scale Facebook love and Facebook resistance .................. 18 Appendix F: Clustering Respondents ....................................................................................... 19 Appendix G: Cross tabulation clusters – Facebook account .................................................... 20 Appendix H: Cross tabulation clusters – gender ...................................................................... 21 Appendix I: Cross tabulation clusters – age ............................................................................
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