Jordi Parés Vilardell 29 January 2020
The spillover effect on Instagram
after the scandal of Cambridge
Introduction
“Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach” (Cadwalladr, C., & Graham-Harrison, 2018).
Theoretical Background
Spillover effect à The message that can influence the beliefs about a particular element even if it is not in the message (Ahluwalia et al., 2001; Roehm and Tybout, 2006).
It is influenced by different elements such the brand commitment (Ahluwalia et al., 2001) or the strength of the links between the “elements” (Roehm and Tybout, 2006)
Trust à Online Era
• Size
• Share private data in some platforms • Break privacy
• GDPR
Social networking sites
2004
Biggest social media platform Facebook Inc.
2010
2014 Acquired by Facebook Inc.
2013
Defunct May 2018
Methodology
Quantitative analysis: Evolution of the articles of social media (4,337) that contain the word Facebook (1,201) and Instagram (860) during two periods:
1 January 2017 until 16 March 2018 17 March 2018 until 31 December 2018
Articles à LIWC à T-test
Qualitative analysis: Find out the different frames of the articles. “Trust towards the brand or to the other users”
Quantitative Findings
Independent Sample T-test for trust, p = .02.
The average presence of words related with trust on period 1 (M= 0,561; SD= 0,052) is significantly different from the average of period 2 (M =0,870; SD=0,300).
Independent Sample T-test for trust, p = .091.
Qualitative Findings
Facebook is not protecting well the users’ privacy, but there is not any
evidence.
“We must rediscover the concept of privacy: we own our data, not the digital giants, which collect it, and we should value it more
dearly than we do” (Sunday Telegraph, 10
December 2017).
Cambridge Analytica was used to reinforce the idea that Facebook inappropriately used personal data.
“A poll by Sky News of more than 1,000 people found 65 per cent said they trusted
Facebook less than they did a week ago” (Daily Mail, 22 March 2018).
“ Trust is a particularly important
resource[…]. Facebook has repeatedly hat to apologise for inflating metrics that it reports
Qualitative Findings
Instagram does not inspire security to its user, especially among the minors.
“The “sharenting” divide: 56% UK parents do not post children’s pictures. They prefer to keep their family photos and videos away from social media for reasons of privacy” (The
Guardian, 3 August 2017).
“The sheer volume of information could have serious consequences for children when they grow up as more important decisions were being influenced by algorithms […] such as the
choice of university, whether they get a mortgage or even job applications” (The Daily
Discussion
• Quantitative analysis and qualitative analysis both in same direction.
• Facebook suffered some consequences (stock’s price, new members). People did not trust how it treat the private data. It contradicts Koufaris and Hampton-Sosa
(2004), who concluded that websites with huge online traffic get more trust from the users.
• The scandal did not produce a negative spillover effect on Instagram. Links between the brands even they interact in the same market were not strong enough
(Roehm and Tybout, 2006)
.
References:
-- Ahluwalia, R., Unnava, H. R., & Burnkrant, R. E. (2001). The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing Research, 38 (4), 458-470.
-- Cadwalladr, C., & Graham-Harrison, E. (2018, 17 March). Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach. The guardian. Retrieved 18 January 2020, from
https://www.theguardian.com/news/2018/mar/17/cambridge-analytica-facebook-influence-us-election
-- Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73 (3), 421.
-- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
--M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management, 41(3), 377-397.
References from the database:
--Daily Mail (2018), “Facebook’s data gold rush.” 22 March.
-- Daily Telegraph (2018), “Children have 1,300 images online by the age of 13; Duty of care TELEGRAPH CAMPAIGN.” 8 November. p.9
-- Guardian (2017), “The ‘sharenting’ divide: half UK parents do not post children’s pictures; Ofcom report reveals 56% prefer to keep their family photos and videos away from social media for reasons of privacy.” 3 August.
-- Observer (2018), “Can Facebook clean up its act?; The social media giant has assembled a team of experts to spot abuses and protect the company’s reputation. But what do security experts think?” 7 July.
