Big Data Ethics in Social Media-- A Case Study of Evaluating Websites

Big Data Ethics in Social Media-- A Case Study of Evaluating Websites

Yueming Niu (Xi'an Jiaotong Liverpool University, Suzhou, China) and Yulin Yao (Yulin Yao Consulting, Southampton, UK)
Copyright: © 2020 |Pages: 18
DOI: 10.4018/IJOCI.2020010102
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This article combines qualitative and quantitative analysis to study the ethical issues of Big Data in social media, especially in evaluating websites. First, this article discusses the Big Data ethics of evaluation websites, and finds that there are some problems in the evaluation websites, such as false information, hidden information, and lack of user information protection. Second, this article uses questionnaires to investigate the awareness of users of different genders and ages on the evaluation website and their personal information protection consciousness.
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1. Introduction

1.1 Background

With the development of the Internet, more and more people begin to use social media. As a medium, social media provides users with many conveniences, but at the same time, it also records and discloses users' personal information. Data stored in social media is of great value and many different disciplines are focusing on the analysis of social media data (Stieglitz et al. 2018). Marti, Serrano and Nolasco (2018) said that location-based social network analysis has become a promising research method and attracted wide attention. Big data analysis is being carried out in many disciplines, and the ethical issues related to big data analysis have also attracted much attention.

1.2 Research Aim

With the popularization of big data analysis, more and more people begin to focus on the ethical issues of business analysis. This paper focuses on the ethical issues of big data in social media. In particular, we will focus on evaluation websites and do the following two parts on the basis of previous studies.

Firstly, this article explores the ethical issues of social media, especially the big data of evaluating websites. We clarify the problems existing in evaluating websites, the causes of the problems and possible solutions.

Secondly, by using the survey data collected by the questionnaire to evaluate the accuracy of website information, this paper analyses whether consumers are aware of the ethical issues of evaluating website data and the importance consumers attach to the protection of personal information. In particular, this paper will also classify the respondents according to different gender and age stages, in order to make more accurate recommendations. The content of the questionnaire includes the way users get information, the basic knowledge of evaluating the website and the attention to users’ privacy. By classifying and analyzing the respondents, we can understand the attitudes of different gender and age groups towards false and hidden evaluation of evaluation websites and protection of users' personal information.

Through the research, this paper hopes to help the management and stakeholders of review products understand the needs of users and help them better manage products and formulate strategies. On the other hand, this paper also provides references for enterprises or organizations that are related to this study.

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