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What is Signal-Contingent Protocol

Chapter 17
Handbook of Research on Effective Advertising Strategies in the Social Media Age
The protocol is defined as when participants are required to provide ESM responses once prompted by a signaling device at a randomly pre-determined time in the day.
Published in Chapter:
Employing a Mixed Method to Explore Mobile Social Media Users' Big Data Privacy Concerns
Kenneth C. C. Yang (The University of Texas – El Paso, USA) and Yowei Kang (Kainan University, Taiwan)
Copyright: © 2015 |Pages: 19
DOI: 10.4018/978-1-4666-8125-5.ch017
Abstract
Since its introduction in the early 21st century, mobile social media have played an indispensable part in contemporary human experiences. The convergence of social networking and mobile technologies and services creates a fascinating circumstance because the pervasive nature of mobile social networking technologies has impacted on users' privacy. The chapter employed a mixed research method to collect and analyze mobile social media users' experiences and privacy concerns in the age of Big Data. A total of 57 participants were included in this study. Collected data was analyzed by examining mobile social media users' experiences and their concerns over privacy. Findings from this study showed the rising concerns over personal privacy as a result of convergence of mobile social media and Big Data practices by the advertising industry. Theoretical and practical implications were discussed.
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