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Generation Y and Internet Privacy: Implication for Commercialization of Social Networking Services
Abstract
This chapter addresses the issue of privacy settings with a focus on Generation Y from a technological, social, generational, cultural and philosophical point of view. After introducing the issue of Internet privacy and other relevant areas—generational and cultural differences, the philosophical framework, the postinternet condition, the possibilities of processing and (mis)using personal data, and privacy policy—the authors present their perspective on the issue, drawing implications for individuals and organizations based on their own research and other relevant studies. The authors discuss the possible implications in terms of a prospective use of personal data by companies (e.g. for marketing and management) and possibility of processing user data. Such perspective will allow them to formulate a critical basis for further assessment of social networking and Generation Y's attitudes to privacy. The chapter concludes by outlining several recommendations concerning the commercialization of social networking services with respect to the constantly changing conception of privacy.
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