ASSESSING PRIVACY CONCERNS IN SOCIAL MEDIA: A COMPREHENSIVE STUDY OF MEASUREMENT SCALES AND FRAMEWORKS

Abstract

This paper examines the evolution of privacy concern scales, focusing on their application in 
social media. Over time, these scales have developed from broad internet privacy to more 
context-specific measurements like social media privacy. Key trends identified include the 
multidimensional nature of privacy, increased emphasis on perceived control over personal 
data, and the inclusion of social threats within privacy concerns. Despite their evolution, gaps 
still exist, particularly in capturing the nuances of social media and emerging technologies. 
The paper concludes with recommendations for developing more nuanced, context-specific, 
and comprehensive privacy concern scales to better navigate the complexities of privacy in 
the evolving digital world. This study contributes to understanding privacy in digital spaces 
and aids the creation of more effective privacy concern scales in the future.