Relationship of Social Media Usage and Data Privacy Awareness among College Students in the Municipality of Bansalan

Abstract

This study investigates the relationship between social media usage and data privacy awareness among college students in the Municipality of Bansalan, addressing a critical gap in existing research. Social media platforms like Facebook, Instagram, and TikTok are integral to students’ daily lives but often expose them to privacy risks due to insufficient awareness of data security practices. This study employed a correlational research design, utilizing stratified random sampling to select 200 participants from various colleges in Bansalan to ensure diverse representation. Data were collected using an online survey via Google Forms, emphasizing convenience and confidentiality. Key findings reveal trends in student social media behaviors and their understanding of data privacy practices, highlighting significant knowledge and protective measures gaps. Despite heavy usage, many students lack awareness of how their data can be misused or exposed to breaches, underscoring the necessity for targeted educational initiatives. The analysis identifies a need for improved privacy literacy, with implications suggesting that greater awareness may reduce social media misuse and foster proactive behavior to safeguard personal information. This research contributes to the discourse on digital literacy, emphasizing the urgency of integrating data privacy education into academic settings. This study reveals a significant moderate positive correlation between social media usage and data privacy awareness (r = 0.590, p < .001), indicating that students with higher social media engagement tend to demonstrate greater privacy awareness. Regression analysis confirms that purposeful usage (β = 0.424, p < .001) is the only significant predictor, explaining 41% of variance in awareness levels (R² = 0.410), while time spent and platform choice show no statistical significance. These findings suggest that mindful engagement—particularly for communication (M=4.25), education, and entertainment—enhances privacy vigilance (M=4.14), though students maintain strong baseline cybersecurity practices (M=4.22). The findings provide actionable recommendations for policymakers, educators, and social media platforms to strengthen data privacy frameworks and promote safer digital practices among college students.