DATA PRIVACY LITERACY AMONG SOCIAL MEDIA USERS: A COMPARATIVE STUDY OF TIKTOK, INSTAGRAM, AND SNAPCHAT

Abstract

Students constitute one of the most active groups of social media users, particularly on platforms such as TikTok, Instagram, and Snapchat. As the use of these platforms continues to expand, concerns regarding the collection, storage, and utilization of personal data have become increasingly significant. Despite growing public attention to digital privacy issues, limited empirical research has examined university students’ awareness of data privacy risks and their privacy-related behaviors in the context of social media use in developing countries. This study investigated data privacy literacy and risk awareness among users of TikTok, Instagram, and Snapchat at Air University Multan Campus (AUMC). A quantitative descriptive survey design was employed, and data were collected through a structured self-administered questionnaire comprising 30 Likert-scale items organized into five dimensions: awareness of data privacy risks, perceptions of data collection practices, privacy protection behaviors, trust in social media platforms, and challenges in maintaining data privacy. Using purposive convenience sampling, responses were obtained from 80 undergraduate students and analyzed through descriptive statistics in IBM SPSS Statistics (Version 26.0). The findings indicate that participants demonstrated a relatively high level of awareness regarding data collection practices and privacy risks associated with social media platforms. They also expressed strong support for enhanced digital privacy education and stronger regulatory protections. However, this awareness was not consistently reflected in their privacy-protective behaviors, revealing a notable awareness–behavior gap. Participants reported moderate levels of trust in social media platforms and identified several challenges related to managing and safeguarding their personal information online. The study contributes empirical evidence on digital privacy literacy among university students and offers practical implications for educators, policymakers, and social media platforms seeking to promote responsible data practices and informed digital citizenship in Pakistan.