Supervisor

Neil Doyle

Keywords

Data Privacy, User Trust, TikTok, Privacy Concerns, Privacy Calculus Theory, GDPR, European Union.

Abstract

This study investigates how data privacy concerns influence user trust in TikTok across two major regions: the European Union (EU) and the United States (US). With over one billion active users worldwide, TikTok has faced intense scrutiny due to its Chinese ownership and concerns over data governance. Using the privacy calculus theory and the Stimulus–Organism–Response (SOR) model as theoretical foundations, the research explores the relationship between privacy concerns, trust, and continued use of TikTok. A mixed-methods approach was applied, combining a literature review with primary survey data collected from 55 valid respondents aged 18–35 across different countries. Findings reveal moderate to high levels of concern regarding TikTok’s data collection (M=3.04) and third-party sharing (M=3.05), while trust in TikTok’s responsible handling of data (M=2.69), perceived transparency (M=2.62), and safety of personal information (M=2.45) remain low. Qualitative responses further highlight skepticism toward TikTok’s privacy policies and call for stronger transparency, regulatory compliance, and user control. The study concludes that privacy concerns directly reduce user trust and retention, with stronger concerns evident among EU respondents under GDPR protection compared to more fragmented US regulations. The research contributes to the academic discourse on digital trust and offers practical recommendations for TikTok and other platforms to enhance transparency, strengthen compliance, and improve user communication.

Date of Award

2025

Full Publication Date

2025

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.138

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Business Commons

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