Sharif Digital Repository

Personalized advertising has grown drastically as new tracking technologies allow advertisers to monitor consumers’ online behavior and distribute advertisements accordingly, which has given rise to privacy concerns. The present study investigates the role of personality traits and data source in social media behavioral advertising’s value perception. Two online studies were conducted to examine how plasticity (shared variance of openness and extraversion) and data source (first party vs third-party) affect consumers’ privacy calculus and purchase intention respectively. The participants, all active social media users from the United States, were hired from Prolific.co. For the first study,... 

In this thesis, the value-ladenness or value-neutrality of technology, new social media and as a result Instagram is investigated. It is also discussed whether values can be taken into account during the design process of technical artefacts, including new social media and Instagram, and methods are developed for this purpose. Several methods have been developed for this purpose, some of them and their compatibility with modern social media are explained; including the Value-Sensitive-Design method and the disclosive computer ethics design method. The frameworks of ethical philosophy such as virtue ethics are reviewed and the appropriate ethical framework for the analysis of new social media...