Digital trust, safety, and privacy in the age of emerging technologies: empirical and policy insights from global social media use

Kaushik, Smirity

Permalink

https://hdl.handle.net/2142/132452 Copy

Description

Title

Digital trust, safety, and privacy in the age of emerging technologies: empirical and policy insights from global social media use

Author(s)

Kaushik, Smirity

Issue Date

2025-08-25

Director of Research (if dissertation) or Advisor (if thesis)

• Wang, Yang
• Sanfilippo, Madelyn

Doctoral Committee Chair(s)

Wang, Yang

Committee Member(s)

• Twidale, Micheal
• Cobb, Camille
• Zou, Yixin

Department of Study

Information Sciences

Discipline

Information Sciences

Degree Granting Institution

University of Illinois Urbana-Champaign

Degree Name

Ph.D.

Degree Level

Dissertation

Keyword(s)

social media, trust and safety, privacy, generative AI, targeted ads, scams, at-risk population

Language

eng

Abstract

In today's global digital economy, social media platforms have become powerful tools for information dissemination and fostering global connections. However, driven by advertising-based business models, these platforms also expose users to significant digital risks, including privacy-invasive targeted advertising, fraudulent content and scams. These risks are amplified by integration of Generative AI, enabling hyper-personalized and scalable synthetic content generation. Importantly, these risks disproportionately affect the at-risk and understudied populations, such as young adults, and users from non-Western regions, whose needs are often overlooked in platform design and governance. Through my research, I aim to improve people's online safety, trust, and privacy. I investigate three major risks on social media platforms: a) privacy invasive targeted advertisements; b) fraudulent content and scams on short-form video platforms (SVPs) like TikTok; and c) use of Generative AI in amplifying fraudulent content. To address these challenges, I use a mixed-method approach that integrates interviews, surveys, and content analysis of user-generated videos, and policy reviews. My research makes four key contributions: Non-western users exhibit novel perceptions of targeted ads: Users from South Asia, specifically, India and Bangladesh, prefer emerging ad formats such as influencer-based ads, have heightened concerns regarding fraudulent ads. Privacy behaviors are shaped by social, cultural, and religious norms: Cross-country comparisons reveal that culture and religion significantly influence users' perceptions and privacy management behaviors of targeted ads on social media. These findings underscore the need to move beyond Western-centric privacy paradigms. Fraudulent content and scams on TikTok exploit platform specific features: Fraudulent content and scams are widespread and increasingly sophisticated. Analysis of user-reported cases shows that scammers leverage influencer culture and TikTok-specific mechanisms (e.g., direct messaging and the “For You Page”) to target users. Generative AI governance remains fragmented and insufficient: Existing governance for use of Generative AI to produce and scale synthetic fraudulent content lacks clear enforceable rules, specifically for youth (ages 13-25). Variability across platform policies also signals lack of consensus on ethical use of Generative AI in social media. Overall, my work highlights the inequitable impact of digital harms on vulnerable and understudied populations. It proposes actionable design and policy interventions to enhance digital safety and privacy, contributes to a more responsible and equitable vision for the development and governance of emerging information and communication technologies (ICTs).

Graduation Semester

2025-12

Type of Resource

Thesis

Handle URL

https://hdl.handle.net/2142/132452

Copyright and License Information

Copyright 2025 Smirity Kaushik

Owning Collections