This research investigates user awareness and attitudes toward potential inferences of information posted on social network sites (SNSs). The study reports how user attitudes change after exposure to inferences made based upon information they have disclosed on an SNS, namely, on Facebook. To demonstrate this, two sub-studies involving three focus group sessions were conducted with Facebook users. In the first sub-study, the users received a general introduction to information that can be inferred from posts by using a prototypical privacy-enhancement tool called DataBait. Then, the second sub-study allowed the users to witness the potential inferences of their own Facebook photos and posts by using the DataBait tool. Next, qualitative content analysis was conducted to analyze the results, and these showed that the participants’ attitudes toward privacy on SNSs changed from affective to cognitive when they became aware of potential inferences from actual information posted on their own Facebook accounts. The results imply that end users require more cognitive awareness regarding their genres of disclosure and the effect of their disclosures on their privacy. Moreover, as privacy awareness is contextual, there is a need for more research and development of online tools that will allow users to manage and educate themselves.
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