An Examination of the Impact of Gender and Culture on Facebook Privacy and Trust in Guam

Abstract

Facebook, the world's largest social network, allows users to develop a profile containing personal information. Users may choose privacy settings to control information access, but improper settings risk personal exposure. Several US studies examining gender differences in privacy management found that females have more privacy concerns. This study investigates gender differences in Facebook privacy settings among college students in Guam, a US territory whose ethnicity and culture differ from mainland US. Results show that neither gender trusts Facebook nor feels Facebook protects them. Significant differences in number and type of privacy settings indicate females are more security conscious. Gender differences exist in three of Hofstede's five cultural factors, but only Masculinity-Femininity significantly influences perceptions of Facebook Privacy and Facebook Trust. There is also evidence of "privacy paradox" phenomenon. Summarizing for the case in Guam, the findings indicate that culture, in particular Masculinity-Femininity, influences the formation of perceptions regarding both trust in social media and the privacy protection provided by social media, while gender can influence the protective measures actually taken by individuals.