Keywords

Snapchat, ephemerality, privacy, trust, culture, Saudi, American, social media, user behavior, digital communication

Abstract

This study investigated privacy management practices on ephemeral social media platforms, with a particular focus on Snapchat, Yik Yak, and Instagram Reels. It utilized a mixed-method approach, integrating an analysis of privacy policy terms with empirical data obtained through a quantitative survey of 346 US university students, including Saudi students studying in the United States and their American counterparts, as well as qualitative insights from in-depth interviews. Privacy policies were systematically evaluated across critical dimensions, including first-party data collection, third-party data sharing, user privacy controls, data retention practices, and compliance with international regulations such as GDPR, CCPA, and Saudi Arabia's PDPL.

Particular attention was given to how cultural and linguistic differences shape users' understanding of privacy risks and their interactions with ephemeral content. The results highlighted distinct cross-cultural variations in privacy perceptions: Saudi students showed heightened sensitivity to family reputation, social norms, and governmental surveillance, whereas American students were mainly concerned with corporate data exploitation and targeted advertising. The findings also demonstrate that linguistic nuances significantly influence the comprehension of privacy terms, affecting users' trust in and engagement with privacy settings. Moreover, this study illustrates how platform designs incorporating ephemeral features can paradoxically promote riskier privacy behaviors by fostering a false sense of security. This highlights the persistent privacy paradox, where users often overshare information despite having strong privacy concerns.

By integrating the theoretical frameworks of the Privacy Calculus and Privacy Paradox Theory with empirical user experiences, this study offers new insights into how ephemeral content influences privacy decision-making across various cultural contexts. It contributes to ongoing academic discussions on digital privacy and user behavior, providing practical recommendations for clearer, culturally sensitive privacy communications and enhanced digital literacy initiatives tailored to diverse user populations.

Completion Date

2025

Semester

Spring

Committee Chair

Stanfill, Mel

Degree

Doctor of Philosophy (Ph.D.)

College

College of Arts and Humanities

Department

Text and Technology

Identifier

DP0029259

Document Type

Dissertation/Thesis

Campus Location

Orlando (Main) Campus

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