Marketing Thesis Paper on Ethical Issues with Facebook Data Privacy

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Assessment Type

Thesis Paper

Word Count

4500 words




7 Days

Assignment Criteria

Create a report on Facebook based research

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Assignment Solution

The concept of social media usage for the marketing and advertising the innovative ideas and products has become top agenda for many businesses and individuals. However, the return on the investments made on the profitable use of social media application such as Facebook is very limited. In order generate a greater marketing success and increase the return on investment it is important to understand the factors and user attitude that in turn shapes the decision making and usage of the social networking websites such as Facebook.
As a part of this study, research is conducted to
–    Analyze the relationship between the need to socialize and the importance given to the user privacy from the perspective of the users
–    Understand the ethical correctness of the usage of the social media and its implications on the information usage
From the research conducted, it can be concluded that the need to socialize overrides the importance given to the information privacy by the users. However, ethical correctness of the decision making based on the information available on Facebook is debatable based on the theories of the ethical framework .

As per (Kaplan & Haenlein, 2010),  Social Media Service providers can be defined as the entities that provide a medium and facilitate the creation and exchange of socially generated content. The medium is largely a combination of internet-based applications which is based on the technological foundation of Web 2.0. With more than 1.5 billion active users as of 2013, Facebook can be considered as the biggest social media service provider and has a huge potential to market the social media services. To put the volume in better perspective, the user base volume is slightly less than the population of the Brazil (1.8 billion) and more than twice the population of France (70 million).  The growth rate witnessed in case of Facebook is remarkable, with almost 25% of the growth in the user base from 2011 to 2012.  With such a huge magnitude of user base and global reach, Facebook provides a perfect platform for many individuals and businesses to invest in Facebook as a social medium and increase return from the investment and achieve greater marketing success. (Noyes, 2013)
Figure 1: Facebook's User Growth- Monthly Active Users from 2004 to 2012, Source:(burntech, 2013)
With the increasing impact of Facebook in shaping the society, may it be workplaces, government institutions, education systems, etc., User Privacy and Ethical Sensitivity are of the paramount importance. These two factors largely influence the decisions, usage and actions related to ICT and thus form the central theme for this research paper. (Goldsmith & Wu, 2006)

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