ESTUDIO COMPARATIVO SOBRE PRIVACIDAD Y CONFIANZA EN REDES SOCIALES HORIZONTALES Y VERTICALES EN UNA INSTITUCIÓN DE EDUCACIÓN SUPERIOR

Abstract

In the present article, a comparison of privacy and trust characteristics in friends is made in four social networks; 2 horizontals and 2 verticals specifically: Facebook, Twitter, Instagram and LinkedIn. In order to fulfill this goal, literature related to the theme that allowed the design of a survey measurement instrument was reviewed, which was applied in a Higher Education Institution to a sample of 222 people between 17 and 50 years old. The results indicated that there are very marked borders in terms of behaviors in privacy and trust in the horizontal social network Facebook with high degree of use and, in the vertical social network LinkedIn with low degree of use; so no comparison can be made. However, the horizontal social network Twitter and the vertical social network Instagram showed similarities in user behavior. In conclusion, it is shown that it will depend on the use of a network and the theme of it so that the levels of privacy and trust in friends are high, so in this case the Instagram vertical network is the second preferred and therefore the users protect the account with more privacy and rely more on the network and on their friends.