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== Privacy Concerns On Instagram==

Advertisers Observance of Consumers On Instagram

Instagram is an increasingly popular app where people interact with each other every day. "Per the company's website, Instagram has over 400 million active monthly users who shared over 40 billion pictures, with an average of 3.5 billion daily likes for>80 million photos shared daily on the site (Instagram, 2016). More than half of young adults (18-29years old) report using Instagram, thus making them the largest group of Instagram users (Duggan, 2015a; Duggan et al., 2015)." ^[1] With increasing traction on the app, this also increases the number of consumers that are using social networking sites. This is attracting many advertisers to all social media sites, especially Instagram, because it allows for interaction with consumers on a social platform. Instagram has become one of the most popular platforms for people to advertise their business because it is a great place for sharing visual content which helps businesses build engagement and generate sales. According to a recent report, after viewing a service or product advertised on Instagram, 75% of users end up visiting the website of the product that has been advertised. ^[2] Whether the business is large or small, anyone can advertise on Instagram. A study on consumer interaction on Instagram tries to identify the factors that influence consumer behaviour on brand's official Instagram accounts through comments and likes. This study in particular focuses on the likes and comments and considers them as the two main behaviours that get the consumers one step closer to carrying out actions that benefit the company such as clicking on that product link or even purchase a product just because the consumer came across a photo of a product. ^[3] The company provides the service to the user and, at the same time, learns something during the process, in particular through the observation of users' behaviour. ^[4] With all of this being said, there are many reasons to be concerned about these actions taking place. When consumer behaviour is being monitored, this means that advertisers are following every move we make on social media websites, and Instagram in particular involving likes and comments. Most corporations own the rights to use and sell user-generated content for the purpose of implementing third party operated targeted advertisements'. ^[5] Most consumers have no idea about how their information is being used, or that they are being monitored in the first place. With little knowledge and control, producers have the upper hand and gain more power in terms of the information they collect; the idea of threat of privacy is not realized in this case.

Self-violation of Privacy on Instagram

When signing up for any kind of account, whether it be on social media or any website, you share personal details that exchanged to get access to internet services; this is the self-violation of privacy that social media users follow. Despite the legal acknowledgement that there should be a fair expectation that there should be a fair expectation of privacy, Mills'(2008) understanding of today's intrusive world suggests that privacy is no more than a right, but a commodity entangled in trade relations (Campbell & Carlson, 2002). ^[6] An intrusive world is a great way to describe the world that is one of technological advancement. Privacy is threatened more and more as technology is advancing. People extend the space of their private lives on Instagram by posting photos, posting live stories or streaming video, sharing contact details and location by geo-tags in exchange to gain satisfaction by friends and followers through likes and comments. The exchange of benefits though exchange of personal data for use of online services.

Instagram Culture

The main purpose of social media is socialize by participating in sharing of photos and videos. Smart phones are the main tool used to access social networking services and they create mobility but also blur the line between private and public places. Instagram has created a platform where people are able to see content posted by users at any time of the day and anywhere in the world. Instagram addiction is a concern that poses threat of privacy. Features of Instagram can sometimes lead to excessive use because of the feeling of constant urge to check notifications (likes and comments) or view shared photos and videos from people that users follow. Increased addiction leads to Instagram users being more passive about their own privacy in exchange for temporary satisfaction and entertainment of their Instagram feed. Fear of missing out is a common trait that social media users share. There is fear that if one misses out on one trend on Instagram, they will not be in the loop with their friends and will feel left out. "Alhabash and Ma (2017) ranked Instagram use motivations (in order of preference) as being for entertainment, convenience, medium appeal, passing time, self-expression, self-documentation, social interaction, and information." ^[7] The culture of women and men are different in terms of how they use Instagram. An interesting study argues that females use Instagram to socialize and provide opinion while males use it to collect information and pass time. ^[8] Addiction leads to social networking services users not realize the high level of importance of privacy. The simple trade-off of personal information for a service is more important. Also, females who have social media accounts refrain from sharing personal information such as telephone numbers, emails, and even personal pictures. They are more aware of the information that they are putting out on these social networking services. According to the same study, about 20% of females say they will share their location details in comparison to 65% of males. Also, 55% of males will share their email contact while only 42% of females will do so. ^[9] This demonstrates the difference between male and female privacy concerns.

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A political economic lens is essential to understanding the future of the digital economy. ^{[10] [11]}

Reference List

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