Chapter 6: Influence of Digital Media Platforms on Users’ Privacy Perception and Protection Behaviors: An Analysis of Trust, Privacy Empowerment, and Compliance

The rise of digital media platforms has created a complex and ever-evolving landscape that shapes how we view privacy and data security. Extensive research has underscored the potential risks associated with these platforms, from data breaches to misuse. This study explores the relationship between trust and privacy perception in digital media examining the strength and direction of the relationships between different variables, such as privacy empowerment, trust, and privacy compliance. The research questions are to explore the relationship between trust and privacy perception in digital media and to examine the strength and direction of the relationships between different variables, such as privacy empowerment, trust, and privacy compliance in digital media. The findings from previous research suggest that privacy concerns and trust play a role in online transactions and retrieval of privileged information, particularly for less experienced shoppers. Additionally, privacy perception and protection on social media platforms have been highlighted, revealing a privacy paradox where users have concerns but do little to protect their personal information. This research will add to explore the relationship between trust and privacy perception in digital media and provide insights into privacy empowerment, trust, and privacy compliance.