Details
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 3097-3114 |
| Seitenumfang | 18 |
| Fachzeitschrift | Behaviour & Information Technology |
| Jahrgang | 44 |
| Ausgabenummer | 12 |
| Frühes Online-Datum | 29 Nov. 2024 |
| Publikationsstatus | Veröffentlicht - 21 Juli 2025 |
| Extern publiziert | Ja |
Abstract
In the context of Federal Elections, political parties frequently engage in targeting social media users with tailored content. To facilitate this, personal data must be collected and processed, often without the users’ explicit awareness. Many users view political online microtargeting as an intrusion upon their privacy. In a longitudinal time-based sampling study shortly before, during, and after the German Federal Election in 2021, we surveyed social media users (N = 126) about their perception of political online microtargeting and individual privacy. In particular, we evaluated participants’ perception of being targeted, perceived social media affordances (anonymity, association), availability of privacy mechanisms (control, trust, norms, communication), and their subjective experience of privacy (experienced level of access, privacy perception). Furthermore, we evaluated how these variables influence users’ privacy regulation behaviours (interdependent or egocentric), political self-efficacy, future political information behaviour, and voting behaviour in the light of political online microtargeting. Multilevel analyses revealed that it is difficult for users to detect targeted ads, but that they feel more private and self-efficacious in their political and future political information behaviour if they believe they can rely on privacy mechanisms such as trust and control.
ASJC Scopus Sachgebiete
- Psychologie (insg.)
- Pädagogische und Entwicklungspsychologie
- Geisteswissenschaftliche Fächer (insg.)
- Geisteswissenschaftliche Fächer (sonstige)
- Sozialwissenschaften (insg.)
- Allgemeine Sozialwissenschaften
- Informatik (insg.)
- Mensch-Maschine-Interaktion
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in: Behaviour & Information Technology, Jahrgang 44, Nr. 12, 21.07.2025, S. 3097-3114.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
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TY - JOUR
T1 - Privacy and political online microtargeting during the German Federal Election 2021*
AU - Börsting, Johanna
AU - Frener, Regine
AU - Trepte, Sabine
N1 - Publisher Copyright: © 2024 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2025/7/21
Y1 - 2025/7/21
N2 - In the context of Federal Elections, political parties frequently engage in targeting social media users with tailored content. To facilitate this, personal data must be collected and processed, often without the users’ explicit awareness. Many users view political online microtargeting as an intrusion upon their privacy. In a longitudinal time-based sampling study shortly before, during, and after the German Federal Election in 2021, we surveyed social media users (N = 126) about their perception of political online microtargeting and individual privacy. In particular, we evaluated participants’ perception of being targeted, perceived social media affordances (anonymity, association), availability of privacy mechanisms (control, trust, norms, communication), and their subjective experience of privacy (experienced level of access, privacy perception). Furthermore, we evaluated how these variables influence users’ privacy regulation behaviours (interdependent or egocentric), political self-efficacy, future political information behaviour, and voting behaviour in the light of political online microtargeting. Multilevel analyses revealed that it is difficult for users to detect targeted ads, but that they feel more private and self-efficacious in their political and future political information behaviour if they believe they can rely on privacy mechanisms such as trust and control.
AB - In the context of Federal Elections, political parties frequently engage in targeting social media users with tailored content. To facilitate this, personal data must be collected and processed, often without the users’ explicit awareness. Many users view political online microtargeting as an intrusion upon their privacy. In a longitudinal time-based sampling study shortly before, during, and after the German Federal Election in 2021, we surveyed social media users (N = 126) about their perception of political online microtargeting and individual privacy. In particular, we evaluated participants’ perception of being targeted, perceived social media affordances (anonymity, association), availability of privacy mechanisms (control, trust, norms, communication), and their subjective experience of privacy (experienced level of access, privacy perception). Furthermore, we evaluated how these variables influence users’ privacy regulation behaviours (interdependent or egocentric), political self-efficacy, future political information behaviour, and voting behaviour in the light of political online microtargeting. Multilevel analyses revealed that it is difficult for users to detect targeted ads, but that they feel more private and self-efficacious in their political and future political information behaviour if they believe they can rely on privacy mechanisms such as trust and control.
KW - German Federal Election
KW - Political online microtargeting
KW - multilevel analysis
KW - privacy perception
KW - privacy regulation
KW - social media affordances
UR - http://www.scopus.com/inward/record.url?scp=85210759394&partnerID=8YFLogxK
U2 - 10.1080/0144929x.2024.2431052
DO - 10.1080/0144929x.2024.2431052
M3 - Article
VL - 44
SP - 3097
EP - 3114
JO - Behaviour & Information Technology
JF - Behaviour & Information Technology
SN - 0144-929X
IS - 12
ER -