Research Report: Security Awareness & Privacy in Social Media (HE)

This report presents a comprehensive study on security awareness and privacy issues related to social media within the higher education industry. The research employs a descriptive design and an inductive approach, utilizing both primary and secondary data collection methods. Primary data ...Read More

A study of security awareness & privacy in social media in the
Higher Education Industry

Table of Contents
CHAPTER: RESEARCH METHODOLOGY................................................................................1
Overview......................................................................................................................................1
Research design...........................................................................................................................1
Research approach.......................................................................................................................1
Research philosophy....................................................................................................................2
Data collection techniques...........................................................................................................2
Sampling technique.....................................................................................................................3
Data analysis................................................................................................................................3
Validity and reliability.................................................................................................................4
Ethical considerations..................................................................................................................4
CHAPTER: DATA ANALYSIS.....................................................................................................6
Overview......................................................................................................................................6
Data analysis................................................................................................................................6
Conclusion.................................................................................................................................20
REFERENCES..............................................................................................................................21
APPENDIX....................................................................................................................................22

CHAPTER: RESEARCH METHODOLOGY
Overview
Research methodology is a process that is used by investigator in order to present the data
in systematic manner. This framework is very beneficial for dissertation as some effective
approaches are used and plan has been prepared (Mackey and Gass, 2015). On the basis of this,
some specific research issues or problems can be resolved in an effective way so that objectives
can be accomplished. Some areas are there which are explained in the field of study like design,
sampling, analysis, data collection, approach and philosophy. The researcher has to select some
appropriate tools so that findings can be presented in an appropriate manner. The justification is
also given of each and every method so that valid and reliable outcome can be achieved. By
using these, it can be evaluated that how security awareness and privacy in social media can be
enhanced in education industry.
Research design
A design has to be selected by the researcher which will act as a plan or blueprint for the
investigator. On the basis of some specifications, an appropriate procedure can be used through
which data can be controlled or presented. There are various designs like casual, experimental,
exploratory, descriptive and so on. In descriptive, in-depth evaluation is conducted of the topic
so that understanding can be improved (Vaioleti, 2016). In casual, the cause and effect
relationship is identified between different variables and in experimental, some actions are
performed in laboratory so that effective outcome can be achieved.
Here, in the present dissertation descriptive research design has been followed so that
concepts related to topic can be analysed and along with this in-depth evaluation can be
performed. This is the most appropriate design as this is the only one through which significance
of social media and its privacy concerns can be identified. Others are not significant for the
current dissertation so in this way valid outcomes can also be achieved. The different aspects,
factors and solutions can be evaluated which are associated with the current field of study. On
the basis of present information, the overall effectiveness and accuracy of data can be achieved.
Research approach
By selecting an appropriate approach researcher will be able to get result of the study
which is conducted in the market. It is the responsibility of investigator to choose an effective
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approach so that they will be able to get an outcome. There are two types of approaches like
inductive and deductive. In inductive, new theories or cases has been developed on the basis of
survey which is conducted on a specific sample size (Flick, 2015). On the other hand, in
deductive some hypothesis is developed on the basis of existing theories.
In the present field of study, inductive is used by researcher so that specified research
questions can be resolved. When those questions are get resolved then research will be able to
develop some new theories which will be helpful in accomplishing objectives. Along with this,
it can also be identified that how awareness among people can be enhanced and social security
can be ensured.
Research philosophy
Researchers made some assumptions about the dissertation topic that in what manner it
should be completed. By using this, overall information can be analysed and interpret so that
research objectives can be attained. Through this, data can be transformed and due to which final
results can be achieved. There are two types of philosophical approaches like interpretivism and
positivism (Smith, 2015). In interpretivism, real world problems are identified and for this views
of people have been gathered so that overall study can be conducted in successful way. On the
other hand, positivism is used by investigator in order to evaluate the hypothesis. For this, some
tools like statistical and mathematical are used so that their efficiency can be achieved.
Here, interpretivism research approach is used by investigator so that perceptions of
respondents can be identified for the particular problem like privacy on social media and security
awareness. So, by using current method the specified goals can be attained in successful way.
Data collection techniques
There are different sources like primary and secondary through which information for the
related topic can be collected. For the researcher, it is necessary to gather relevant data so that
current field of study can be conducted and goals can be achieved. Primary sources are related to
some surveys or investigations like questionnaire, observation, focus group, interview and so on.
In questionnaire, some open ended as well as close ended questions has been asked by researcher
to their respondents so that effective solutions can be identified. In interview approach, face to
face interaction has been performed in between interviewer or interviewee so that their ideas can
be evaluated effectively. In observation, investigator analyse the activities which are conducted
by respondents. Through this, first hand data can be collected so this will be helpful in
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identifying the solutions for issues (Geerts, 2011). On the other hand, secondary data is the one
which is published on some articles, newspapers, magazines and so on. This is more authenticate
information which can help the researcher in order to maintain validity.
In the current dissertation, data has been collected on the basis of both primary and
secondary sources. In primary, questionnaire survey is conducted in marketplace on higher
educational industries effectively (ZAHARIA, 2017). The views and opinions of different
respondents are identified regarding to the security awareness and privacy issues of social media
(Roberts, 2013). If opinion of people is same in every situation, then in this way their reliability
can be ensured. After gathering the information from different authenticate sources, it can be
analysed that objectives can be achieved in appropriate manner.
Sampling technique
Sample is a kind of group on which the survey has been conducted by the researcher.
Sampling is a technique through which number of respondents has been selected from the large
population. Probabilistic and non-probabilistic are two types of sampling which can be used by
investigator (Snyder, 2012). In first method, some criteria have been selected and equal
opportunities are given to everyone but in another approach, no criteria are set. Here, in the
current field of study random sampling is used by investigator so that people can be selected
randomly without any criteria.
Here, the survey has been conducted on the young people of UK who are using social
media more. For this, the target sample is 20 and questionnaire has been conducted on some
higher educational industries of United Kingdom (Lord, 2017)). After performing overall
investigation, specified research objectives can be achieved and questions can be resolved.
Data analysis
Data analysis is an approach that is used by researcher in order to gather and interpret the
relevant information related to study. On the basis of this, the collected data can be evaluated,
manipulated and transformed so that research aim can be attained. There are two types of
analysing techniques like qualitative and quantitative (Williams, 2011). In qualitative, surveys
have been conducted in which an investigator asked some questions to their respondents so that
their ideas can be identified regarding privacy in social media and security awareness. After that,
all responses will be presented in graphical format so that interpretation can become easy. In
another quantitative method, some mathematical and statistical tools are used so that accuracy of
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result can be calculated in an effective manner. In this, data is represented in numerical form so
in this analysis can be performed.
In the current dissertation, qualitative research method has been applied as in this human
perceptions are identified related to field of study. Along with this, thematic approach is used by
researcher in which some themes are made on the basis of survey. When perceptions of people
are identified than these can be represented in the graphical format which can help the researcher
in interpreting the results easily.
Validity and reliability
For an investigator, it is essential to maintain the accuracy of results which are gathered
through survey analysis. There are two factors validity and reliability which can help in attaining
success in current field of study (Roberts, 2013). Validity is the aspect that is related to the extent
to which some appropriate measures can be take place so that its authenticity can be ensured. For
this, data has been collected from various authenticate sources so that effective outcome can be
drawn. Reliability is another factor which produce some stable or consistent results so that
overall specified research objectives can be accomplished.
In order to ensure validity of result, researcher needs to collect some information for their
project from trusted sources (Pierre, 2012). Some sources are like journals, books, articles and so
on. Apart from this, if researcher conducted survey and each time they get same result then in
this case their reliability can be maintained. So, in this way success can be achieved in the
current research project or study.
Ethical considerations
Ethical practices are the basic things which needs to be followed by investigator at the time
of conducting field study. By adopting some of these code of practices, a boundary can be set for
the people who are associated with the dissertation so that they all behave in positive way. There
are various practices which should be followed while conducting investigation like:
 The questionnaire is given to only those people who are interested and experienced as no
one is forced to answer the questions which are asked by researcher.
 The personal information of respondents is not shared with other people without their
permission or concern. So, for this data is stored at safe place so that no other people can
access that information and through this confidentiality also maintained.
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 The information for the present research project is collected from different articles, books
and for that access is also given to the respective authors.
 Some legislative laws and acts are followed by investigator at the time of conducting
questionnaire on young people for the privacy issues of social media and some security
awareness.
5

CHAPTER: DATA ANALYSIS
Overview
This section plays an important role in presenting the results and findings which are drawn
after conducting the survey. An investigator will be able to get an effective conclusion after
analysing the behaviour of educational industries towards social media and their security
awareness. This is a methodological process through which evaluation can be performed and this
will help in getting an effective result. In this, data has been gathered from respondents and that
is converted into valuable outcome. Here, qualitative analysis is carried out where data will not
be presented in numerical form. The researcher conducted questionnaire on higher educational
institutes of UK who uses social media (SWC Security & Forensics Students Launch Social
Media Security Awareness Campaign, 2017). Through this, more authenticate data can be
gathered which can help the investigator in resolving the research issues so that objectives can be
achieved. So, in this way validity and reliability can be achieved which will help the investigator
in resolving research questions. Through this, it can be evaluated that how security awareness
and privacy issues related to social media can be resolved.
Data analysis
The data can be analysed on the basis of questionnaire survey in which researcher asked
some open ended and close ended questions. Here, the first-hand information is gathered by the
number of respondents. The investigation is conducted on young people of UK and 20 sample
size is selected on the basis of random sampling. Thematic approach is used by investigator
where information can be analysed on the basis of number of questions which are asked from
people. Here, in the present case survey has been conducted on some educational institutes so
that their security awareness and issues related to social media can be evaluated in successful
way. Further, in-depth understanding of the topic can be increased so investigation can be carried
out efficiently and in this way appropriate approaches can also be identified which can help such
industries in resolving their issues.
Theme 1: The major education industry started using social media from last 1-2 years.
Now in this era, many organizations are there who are using social media as their
communication tool. Through this, they can post image and blogs of their services. Educational
industries also post information on social media so that people will be able to know about
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different courses which are provided by them to their students. There are different forms through
which firm can communicate with their clients like blog, sharing of photo & videos, messages
and so on. By using these, the respective firm can also take feedback from people online so that
they will be able to identify their needs and demands.
How long have you been using social media? Frequency
From last 6 months 5
From last 1 year 4
From 1-2 years 9
More than 2 years 2
Findings: Primary survey is the one through which an investigator will be able to ask
some questions to their respondents. Here, the number of years are asked by educational
institutes that how long they are using social media at their workplace. There are approx. 25%
respondents, 20% stated that they are using from last 1 year, 45% are using from 1 to years and
10% thinking that they are using such social networks from more than 2 years. So, it can be
analysed that many educational industries use social media at their workplace so that they can
increase the brand awareness in the marketplace. Furthermore, students can also be able to know
about different courses.
Theme 2: Educational institutes uses social media in order to share knowledge and to get
some new updates.
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Each and every organization perform their operations on the basis of some specific goals
and objectives. By setting some targets, they will be able to set guidance for their staff members
so that activities can be performed in an efficient manner. For example, higher educational
institutes are also uses social media so that people will be able to know about different courses
which are offered by specific industry. For this, it is essential to take some appropriate measures
so that security can be ensured of the data which is uploaded on the internet.
For what purpose, you are using social media at your organization? Frequency
To connect with customers 3
To get updates 8
To share new courses 8
Others 1
Findings: Researcher asked a question to their respondents that for what kind of purpose,
their enterprise uses social platform as their communication tool. So, after exploring different
responses it can be analysed that there are approx. 15% people who stated that they use such
media in order to connect with consumers, 40% says to get some recent updates, 40% also stated
that they want to share new courses with their students and remaining 5% says they uses social
platform for some other reasons like to enhance brand recognition and to gain market share. So,
in this manner it can be stated that educational institutes adopt such activities for their objectives
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to get update and to share knowledge regarding to the courses. For this, some privacy options
should be used by firm so that they will be able to perform well in an effective manner.
Theme 3: Many times in a weak, organizations update information on social media.
Many companies update the information on social media on continuous basis so that their
image can be improved. This is necessary for each and every firm to update data regarding to
their new courses and appropriate services. When these kind of practices are happened then
companies can increase the awareness among people which will be helpful for them in attaining
competitive advantage. This is a kind of advertisement technique which will act like a marketing
strategy for respective firm and through this they can perform well.
How often your organization post an advertisement on social media? Frequency
Every day 4
Many times in a week 10
Occasionally 4
Never 2
Findings: Many different business organizations are there who update information on
social networking sites as per their requirement so that their targets can be achieved. There are
approx. 20% respondents of educational institutes who stated that they update information on
social media every day. Along with this, 50% says many times in a week, 20% says occasionally
and other 10% says their industry never update data on social media. So, if they will not update
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information then this will also affect their position in market as compare to other rivals or
competitors. But many enterprise uses such media like Facebook, Yahoo etc. so it is necessary
for them to be aware about appropriate security measures so that their performance can be
enhanced.
Theme 4: Sometimes, education sector uses privacy options at the time of updating
information on social media.
Privacy is most important aspect of social media as through this they can perform better
than their competitors. When an enterprise update information on such sites then they have to
choose some privacy options so that important data can be hide from unauthorised users. They
can also maintain their confidentiality level so that they can gain high revenues and profits.
Do you use privacy options at the time of updating information on
social media?
Frequency
Sometimes 12
Rarely 4
Often 2
Always 2
Findings: After exploring the result, it can be analysed that many companies are there
who are using privacy options before updating any information on social media. If they will use
such options, then it will be beneficial for them as they will be able to achieve goals. There are
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approx. 60% respondents who stated that sometimes educational industries use privacy options,
20% are in favour of rarely, 10% says often and other 10% says they always use such things in
order to maintain their confidentiality level. So, in this way it can be summarized that few times
institutes use social media as their medium through which they can connect with their clients.
Theme 5: Data breach is the one factor which affect educational institutes in negative
manner.
Data breach is a kind of activity in which confidential data has been release so
unauthorised users can use that information for their benefit. So, through this services of industry
are get affected. Due to such kind of activity, an organization will not be able to maintain their
competitiveness in the market as compare to other industries. Sometimes, these cases happened
at the work environment which can also affect their brand in negative manner.
What factors are there which can affect services of educational
industries while posting their advertisements on social media?
Frequency
Data breach 10
Unauthorised access 5
Negative comments 3
Others 2
Findings: From the above graphical representation, it can be interpreted that there are
approx. 50% sample stated that data breach is one factor which affect the services of higher
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educational institutes. Along with this, 25% respondents are there who said unauthorised access,
15% said negative comments on websites and remaining 10% say that there are some other
issues which can affect organizational performance. If any unauthorised user will access the data,
then they can misuse that information and which can affect their image at marketplace. So, in
this manner educational institutes have to take care of such factors so that their performance can
be enhanced.
Theme 6: Educational institutes uses Yahoo for interacting with their clients.
Many organizations are there who uses some social media platforms so that they can
establish a two communication with their customers or clients. Some educational industries also
update information of their courses on such sites so that they can gain the attention of students as
compare to other institutes. There are many people who are using social media networking sites
in order to get the data and identify some alternatives so that they can select a best option. So,
this is the best medium through which company can target their specific audience.
Which social media you highly prefer for your industry or sector? Frequency
Facebook 2
Twitter 10
Yahoo 6
Others 2
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Findings: After gathering the views of different respondents regarding to the topic, it can
be analysed that industries uses different social media tool as their choice so that they can target
many people for their services. 10% sample are agreeing with Facebook, 50% are agree with
twitter, 30% educational institutes says yahoo and other remaining 10% stated that some other
issues are there which can highly affect their image in the market as compare to other rivals.
These all sites can attract many people towards their courses as now young people uses these
networking sites. So, in this manner it can be analysed that through twitter educational institutes
can perform well at the workplace.
Theme 7: Some educational institutes will be able to achieve benefits like brand image and
market knowledge.
Social media is the platform through which companies will be able to collect recent
information or they will be able to know about marketing trends. Through this, they can gain
several benefits which can help them in attaining competitive advantage and this can also lead
them towards success. On the basis of this, they can make some appropriate strategies so that
issues can be resolved in an effective manner. So, in this way online sites play an important role
in grabbing the recent data related to trends.
What benefits will be achieved by companies after grabbing the
knowledge online?
Frequency
Brand image 6
Efficiency 3
Clients requirements 3
Market knowledge 6
Others 2
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Findings: An investigator asked this question to their sample people or number of
respondents that firm will achieve advantages or not after using social networking media. There
are approx. 30% who stated that after grabbing the information online an industry can enhance
their brand image and due to which perceptions of people can get changed. There are approx.
15% who are agreed with the option of efficiency, 15% respondents are agreed that through this
kind of activity client’s requirements can be fulfilled. Along with this, 30% says market
knowledge can be improved and 10% says some other benefits are there which are achieved by
firm after using the information which is available online. So, in this manner it can be stated that
image of education industry can be improved in market and through this their knowledge base
can also be improved.
Theme 8: Respondents are highly agreed that their industry is aware about the security
measures.
Now a days, security awareness is necessary when an enterprise uses social media as
through this they will be able to remove risks like cyber-attack or hacking. For such kind of
measures, educational industries have to take some appropriate steps so that some activities like
breaching of data will not happened. Due to this, their brand image will also get affected in
market as compare to their competitors. It is necessary to hire a right person for right job so that
they will be able to ensure the security at their work environment.
Do you agree that your educational industry is aware about the
security measures?
Frequency
14

Strongly agree 8
Agree 6
Neither agree nor disagree 3
Disagree 2
Strongly disagree 1
Findings: After analysing the views of managers of some educational industries it can be
interpreted that either these sectors are aware about security measures or not. For this statement,
some people are agreed or some are disagreed. Therefore, approx. 40% managers stated that they
are strongly agreed that their organization is aware about such kind of measures. Along with this,
30% are agree, 15% have no opinion regarding to this statement as they are neither agreeing nor
disagree. Some respondents like approx. 10% are disagree and other remaining 5% are strongly
disagree regarding to this question. So, in this way it can be concluded that these institutes are
highly aware about the security measures which are needed for the social media networking
sites.
Theme 9: Yes, educational institutes are aware about the significance of information
integrity.
Information integrity is a kind of process that is used by business organizations in order
to maintain the accuracy level or confidentiality. The data can only be accessed by authorised
users as this will be secured by some passcode or encryption techniques so no unauthorised
15

persons can access the same data. People who don’t have access they will not be able to damage
or alter the information. When this question has been asked to respondents then they gave their
own views regarding to the statement that their firm knows about such kind of technique or not.
Do your organization know about the importance of information
integrity?
Frequency
Yes 12
No 6
Don’t know 2
Findings: After conducting the investigation, researcher knows about the status of
educational firm that they are aware about information integrity or not. There are 60% sample
people who stated that they know how information integrity plays an important role in securing
the information and their confidentiality level. Along with this, 30% are not agreed with this
statement and 10% says they don’t know about these. So, in this manner it can be evaluated that
different educational institutes are aware about the importance of information integrity and their
practices. By adopting these, they will be able to maintain their accuracy as well as
confidentiality level of different databases.
Theme 10: Security measures like safeguarding password and training should be taken by
firm so that accuracy can be maintained.
16

Various security measures need to be taken by the firm so that they can maintain the
confidentiality level of information. If all data will be secured at safe place, then they can hide it
from the unauthorised users. For this, educational institutes will be able to take some appropriate
steps so that they can ensure the privacy of their data. For example, if an enterprise uses security
techniques then they have to secure them through some passcodes. Along with this, this also
needs to be ensured by manager that negative comments should not be highlighted on their site
as through this image is get influenced.
What are the security measures that are taken by company while using
social media?
Frequency
Privacy setting 3
Training to employees 7
Safeguarding password 7
Monitoring 2
Others 1
Findings: After exploring the graphical representation, it can be analysed that is
educational industry uses some security measures or not. There are approx. 15% sample people
who stated that an enterprise should have to use some privacy settings so that no unauthorised
person can access the information within or outside the work environment. 35% respondents say
training should be given to the employees so that they can perform well under such practices.
17

Some people like 35% who says data can be safe by using passwords so no can access
company’s personal information. Further, 10% says manager should monitor the performance of
business organization over social media networking sites and 5% thinks some other security
measures should be adopted by an enterprise. In this way it can be analysed that educational
industry should use training and safeguarding password approaches as their security measures.
Theme 11: When students will apply for any course then they check social image of the
particular educational institute.
Social image of a company should be good in the market as through this they can gain the
attention of many people. For example, if some customers are not satisfied with the current
company’s products and services then they post their bad experience on company’s sites and due
to this their image is get influenced in negative manner. So, if these things are happened with
educational industries then their image is also get affected and more people will not apply for
new courses.
In your opinion, do you agree that students checked social image of
institute before applying for any course?
Frequency
Strongly agree 8
Agree 5
Neither agree nor disagree 2
Disagree 4
Strongly disagree 1
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Findings: After analysing the given responses of people of educational industries, the
data is represented in graphical format. For this, 40% respondents stated that they are strongly
agreed, 25% are only agree, 10% have no opinion as they are neither agreed nor disagreed.
Along with this, 20% are disagree and other remaining 5% are strongly disagree with this
statement that students checked social image of particular institute before they are applying for
any course. So, in this manner it is necessary for firm to perform well so that their brand image
can be enhanced in an effective manner.
Theme 12: Some approaches are suggested by managers of educational industry so that
their privacy level can be maintained.
Findings: In the last question of survey, researcher has asked some ways from the
respondents through which they will be able to maintain their privacy level. Some managers
stated that companies should trained their staff members so that their knowledge and skills
regarding to the latest technological advancements can be enhanced and they will be able to
achieve success as compare to other industries. Apart from this, some people suggested that a
survey should be conducted in market so that their social or public image can be evaluated in an
effective manner. After this, some effective marketing strategies should be followed by industry
so that their image can be enhanced as compare to other competitors. Further, if the firm will use
some advertising strategies then they will be able to enhance brand awareness and recognition.
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Conclusion
After conducting the primary survey on managers of some educational institutes, it can be
analysed that some privacy concerns are attached with the social media networking sites. Many
business enterprises are there which uses some security measures so that they can secure their
data and in this manner confidentiality can be achieved. After conducting the investigation, it has
been interpreted that 40% higher educational institutes use social media in order to get some
recent updates and share some information with the clients. Along with this, if companies share
their information on such sites then they faced some issues like data breaching. In this, if data
will be accessed by some unauthorised users then due to this their performance will get affected
in negative manner.
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REFERENCES
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Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Pierre, E. A. S., 2012. Post qualitative research. Collecting and interpreting qualitative
materials. 3.
Roberts, T., 2013. Understanding the research methodology of interpretative phenomenological
analysis. British Journal of Midwifery. 21(3).
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Snyder, C., 2012. A case study of a case study: Analysis of a robust qualitative research
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Vaioleti, T. M., 2016. Talanoa research methodology: A developing position on Pacific research.
Waikato Journal of Education. 12(1).
Williams, C., 2011. Research methods. Journal of Business & Economics Research (JBER).
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October 2017]
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APPENDIX
Questionnaire
Name:
Age:
Gender:
Q1. How long have you been using social media?
 From last 6 months
 From last 1 year
 From 1-2 years
 More than 2 years
Q2. For what purpose, you are using social media at your organization?
 To connect with customers
 To get updates
 To share new courses
 Others
Q3. How often your organization post an advertisement on social media?
 Every day
 Many times in a week
 Occasionally
 Never
Q4. Do you use privacy options at the time of updating information on social media?
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 Sometimes
 Rarely
 Often
 Always
Q5. What factors are there which can affect services of educational industries while posting their
advertisements on social media?
 Data breach
 Unauthorised access
 Negative comments
 Others
Q6. Which social media you highly prefer for your industry or sector?
 Facebook
 Twitter
 Yahoo
 Others
Q7. What benefits will be achieved by companies after grabbing the knowledge online?
 Brand image
 Efficiency
 Clients requirements
 Market knowledge
 Others
Q8. Do you agree that your educational industry is aware about the security measures?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Q9. Do your organization know about the importance of information integrity?
 Yes
 No
 Don’t know
23