Upplevd Relation Mellan Anonymitet och Integritet : Förståelse för Instagram-Användares Medvetenhet om Anonymitet och Integritet

Social networking sites (SNS) like Instagram are crucial in determining user behavior, online identity, and privacy in a society that is becoming more and more digital. This thesis investigates how Instagram users perceive these concepts, how well they engage with the platform’s privacy policies, and whether concern about data tracking translates into privacy-protective behavior. Using a mixed-methods design, 208 users completed an online survey combining Likert scales, close-ended questions, and open-ended responses. Thematic analysis and descriptive statistics reveal widespread misconceptions, where users often conflate privacy with anonymity and significantly overestimate the effectiveness of settings like private profiles. Despite reporting privacy concerns, most participants rarely read Instagram’s privacy policy or fully understand its tracking capabilities. The study highlights a disconnect between perceived and actual anonymity, supporting the Privacy Paradox and Privacy Calculus Theory. Findings suggest that complexity, lack of trust, and resignation reduce user engagement with privacy controls. This research calls for more transparent platform design, simplified privacy communication, and regulatory strategies that reflect how users interpret and interact with online privacy mechanisms.