TRUST IN EPHEMERAL CONTENT IN SOCIAL MEDIA PLATFORMS: A MIXED-METHOD APPROACH EXAMINING ONLINE USERS’ PRIVACY CONCERNS IN THE CASE OF SNAPCHAT

Abstract

Social media platforms have transformed online interactions, and they continue to provide individuals with novel means of connecting, sharing, and interacting with various forms of content. Yet, with the growing concerns regarding the privacy of data, security, and trust among users, especially with ephemeral content, it has become increasingly important to understand the relationship between data protection legislation, cultural factors, and user trust in the context of Snapchat's ephemeral messaging. This research focuses on Saudi Arabian and United States university students, examining their attitudes toward privacy threats, experiences with Snapchat's privacy settings, and the ways in which they mitigate data security concerns. Using a mixed-methods approach, the study integrates survey findings and interview data to provide an in-depth analysis of privacy concerns, self-disclosure behaviors, and cultural differences in digital trust. The study reveals how, while Snapchat's disappearing messages give the impression of better privacy, there is little awareness among its users about the app's data retention policies, with possible security risks. The report also determines how the evolving data protection legislation in Saudi Arabia, and in particular the Personal Data Protection Law (PDPL), affect user trust and compliance attitudes. By comparing Saudi and American perceptions, the study emphasizes the role of cultural norms in regulating privacy and online communication. The study contributes to digital privacy's growing body of literature by offering implications for policymakers, social media companies, and digital literacy activists, emphasizing the need for transparent privacy policies and educational campaigns. The results shape forthcoming discussions on the equilibrium between regulatory compliance and user anticipation in the fast-changing landscape of social media.