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1. “Does it bother you enough to change?” : A study on Generation Y and the behavioral effects of the exploitation of their social media profiles
Master-uppsats, KTH/Skolan för datavetenskap och kommunikation (CSC)Sammanfattning : Being defined as the first Digital Natives, Generation Y is often subjected by expanding practices and amounts of observation and exploitation of their social media profiles by companies because of their behavioral characteristics such as a higher dependence on technology and using social networking sites to create a sense of belonging. This paper aims to investigate whether Generation Y is concerned that their use of social media is being exploited for profit by large companies and if this practice has behavioral effects on Generation Y. LÄS MER