Continuance Intention of Social Networking Services in Indonesia
HICHAM RIACHE, MAHIR PRADANA
Department of Business Administration,
Telkom University,
Jalan Terusan Buah Batu, Bandung 40257,
INDONESIA
Abstract: - Social Networking Services (SNSs) are online platforms used by end-users that have risen to
prominence as a critical means of communication for humans today due to the advancements in the web
development domain. The use of these social platforms has always been affected by numerous factors that have
helped to shape customers’ behavior in social media over the years. Among these factors are privacy, security,
and trust, which significantly affect the consumer’s behavior when it comes to using technologies that have
access to the consumer’s data, as they are considered the main pillars that determine the levels of acceptance
for these technologies, in our case social networking services. In this article, we focused on exploring the
general perception of users towards Meta’s social networking platforms via conducting detailed analyses using
data scraping techniques and R programming language.
Key-Words: - Social networking services; data; continuance use; data scraping; e-business; systems
Received: December 15, 2022. Revised: April 12, 2023. Accepted: May 3, 2023. Published: May 18, 2023.
1 Introduction
With the expansion of internet technology,
technological advancements continue to accelerate.
This development has enabled Individuals to
communicate and exchange information through
online social networks. Social networks serve as a
bridge for communication between data owners
(data generators) and viewers (end users) for online
interactions that facilitate the formation of virtual
communities via the usage of social networking
services (SNSs), [1].
Social Networking Platforms (SNSs) are online
platforms utilized by end-users that have gained
significance owing to Web 2.0 growth. Web 2.0
facilitates online communication, collaboration, and
sharing, [2]. Instagram, Facebook, and WhatsApp
have become crucial for social cooperation
activities, including friendship growth, exchanging
personal experiences, and lending different services,
[3].
The growth of social media has changed how
people communicate and interact. Social media
networks provide networking, real-time
communication, and information-sharing
advantages, [2]. Many social media users worry
about data security, privacy invasion, and data
misuse, [3].
Based on the previous findings, privacy, security,
trust, and the intention to use are generally
perceived positively by the users of Meta's social
networking, despite numerous concerns, [4].
Therefore, to explore the specific perceived image
of each variable and the relationship among them,
the study is conducted and concluded.
2 Problem Formulation
Big data refers to enormous or complicated datasets
that cannot be processed using standard data
processing technologies, [5]. Daily, a company is
inundated with a vast amount of data, both
structured and unstructured. Recent technological
improvements have resulted in a fast increase in the
amount of data produced by the internet, social
networking sites, sensor networks, healthcare
applications, and numerous other industries, [2]. Big
data is the term used to describe the enormous
volume of data produced from several sources in
numerous formats at a rapid rate of speed, [6].
An information system is made up of a number
of linked parts that work together to collect, process,
store, and disseminate data and information. It also
has a feedback mechanism for managing and
monitoring how it operates so that it can keep
achieving its goals, [7]. The feedback system is
crucial for firms to accomplish their objectives,
including raising revenues or enhancing customer
service, [8].
Increasingly, businesses and organizations are
becoming completely reliant on computer
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DOI: 10.37394/232015.2023.19.47
Hicham Riache, Mahir Pradana
E-ISSN: 2224-3496
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technology for day-to-day operations, [2]. Computer
systems or technology have proven to be efficient
and effective in today's data-driven market; since
data and information become one of the pillars that
organizations stand on, technology is necessary as it
provides means for dealing with that data and
information, [9]. The value of information is
directly related to how it assists decision-makers in
accomplishing their organization's objectives, [4].
Essential knowledge may assist individuals in doing
jobs more efficiently and successfully, [10].
For that, and because of the high importance
of data and information, information systems
security has been identified as a critical problem in
establishing a modern information environment,
[11]. The protection given to an automated
information system to achieve the applicable goal of
protecting the confidentiality, integrity, and
availability of information system resources is
referred to as information systems security, also
known as computer security, [12].
In an age marked by rising consumer
expectations for privacy, businesses are pressed to
create practical answers using information
technology systems, [13]. Additionally, it has been
shown that internet users' feelings of control over
their personal information influence their likelihood
of clicking on online advertising or sharing
information on social networking platforms, [14].
Furthermore, the growth of social media, location-
based services, the Internet of Things, and business
ideas necessitates more attention to information
privacy, defined as the right to manage and select
what, when, and how personal information is
disclosed to third parties, [15].
3 Discussion
Generally, the more familiar people get with online
social networks, the more they engage in
cooperative social activities, [16]. Individuals'
engagement in online social networks comes with
social and professional benefits and privacy risks.
Consumer data is sensitive and non-sensitive data
provided by users that may be shared with others,
[17].
Due to the significant commercial value of this
data for many parties, businesses may exploit
customer data to gain a competitive advantage, and
the most significant barrier to monetizing this data is
privacy concerns, [18]. Moreover, the challenges
provide considerable hurdles to ethical business
practices. For this reason, customers think they are
under the authority of major corporations,
particularly tech firms like Meta that possess vast
quantities of data on them , [19].
Facebook, WhatsApp, Facebook Messenger,
Instagram, and Instagram, the top player in the
market with more than 2.89 billion monthly active
users, are the four main social media networks in the
world that Meta owns, [20]. Facebook, despite being
the largest platform in terms of users, is the platform
whose users have the most significant privacy
concerns due to the massive user databases it
collects, [21], [22]. Nevertheless, these worries do
not seem to impact Meta’s users’ usage of Facebook
and other platforms, where the number of active
users is steadily increasing, [23].
Fig. 1. Reviewers Geographic Distribution
Therefore, in line with our objective of exploring
the general perception of users towards Meta’s
social networking platforms, further analyses were
conducted using data scraping techniques and R
programming language to process the users’
comments and reviews on Trustpilot.com. After the
cleaning process, the extracted data used for the
analyses comprised 899 comments regarding
privacy, security, trust, and intention to use.
The comments and reviews were made by the
users of Meta’s social networks from all around the
globe. Figure 1 shows the geographic distribution of
Facebook, Instagram, and WhatsApp reviewers in
blue.
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DOI: 10.37394/232015.2023.19.47
Hicham Riache, Mahir Pradana
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Fig. 2. WordCloud results ‘Facebook, Instagram,
WhatsApp’
WordCloud is made with a maximum size of 100
words based on the text analyses conducted using
the R programming language (Figure 2). The
WordCloud shows that the word” Facebook” and
“account” are followed by “data,” “privacy,” “do
not,” “security,” can,” “hacked,” “Instagram,”
“personal,” and “use” are visualized in different font
sizes than the rest, meaning that those words are the
most frequent words across the comments, in which
the more people mention a word the bigger its size
will be in the WordCloud. People have shown two
different kinds of sentiments towards Meta’s social
networks; some have shown positive sentiments
towards the latter, and that is shown with the
positive words the reviewers commented with like
“good,” “friends,” and “right,” while others tend to
address these platforms with negative sentiments
using negative words like “do not,” “hacked,”
“delete,” and “bad.” Overall, WordCloud shows that
Meta’s social network users have positive feelings
towards the online services they provide, yet they
are concerned about their privacy and security when
using them, [24]. For further analyses, sentiment
analyses were conducted.
Fig. 3. Sentiment Analyses “Facebook, Instagram,
WhatsApp”
Meta’s sentiment analyses show that the positive
and negative sentiments are closely equal, as shown
in Figure 3. Numerous users have expressed
outrage, anxiety, and despair at using personal data
to generate cash and the constant exposure of their
data to unauthorized use. Nevertheless, consumers
love using Facebook, Instagram, and WhatsApp;
they highly trust these social networking services
and expect additional growth and improvement.
Overall, positive sentiments somewhat outweigh
negative sentiments due to users’ high confidence
level in Meta’s SNSs.
4 Conclusion
Based on the findings of the study’s analysis and
data processing, the following recommendations
may be made to the company:
1. In light of the fast development and change
that customer behavior is seeing recently and
considering that the customer is an essential part of
businesses, the author recommends the company
focus on improving perceived privacy and trust
further in a balanced and concurrent manner to
increase the continuance use intention in Meta’s
social networks
2. To achieve better-perceived privacy, the
author recommends stating clear intentions of the
data collection purpose while giving the user
complete control over accepting which data he
wishes to share and when to share it. For instance,
the user should be given the choice of whether to
share only the functional data used to improve the
platform or the additional data that is used for
marketing purposes as well; and he should be able
to set whether the platform can collect data when it
is not used, [25].
3. The company is recommended to implement
additional methods and procedures to prevent
providing and sharing untrustworthy and false
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information. For example, in addition to the id and
security checking, the company could implement a
rating technique, which would show the trustworthy
users from those who are not and take the necessary
procedures against the latter.
The author might advise the following for
future scholars, specifically:
Conduct research on similar companies
to the one at hand to compare the
findings.
Because this study only looks at the
relationship between the variable
perceived privacy, security, and trust as
an intermediary variable, future
researchers are urged to include
additional factors that have a
significant impact on the continuance
use intention.
Conduct research utilizing the most
recent and varied sources of perceived
privacy, security, trust, and
continuance use intention.
Acknowledgment:
We would like to thank LPPM Telkom University
for supporting this publication.
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
Hicham Riache carried out the simulation and the
data visualization.
Mahir Pradana wrote the initial and final article,
supervised and finalized the article.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflict of interest to declare.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
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WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT
DOI: 10.37394/232015.2023.19.47
Hicham Riache, Mahir Pradana
E-ISSN: 2224-3496
493
Volume 19, 2023
