Cybersecurity Awareness in the Age of Social Media: A Behavioral Study

Abstract

In today’s hyper-connected digital landscape, social media has become a central platform for communication, self-expression, business, and information sharing. However, the rapid adoption of platforms like Facebook, Instagram, Twitter (X), LinkedIn, and TikTok has also exposed users to a broad spectrum of cybersecurity threats — from identity theft and phishing attacks to data breaches and misinformation. This paper explores the level of cybersecurity awareness among social media users, focusing on behavioral patterns, attitudes, and practices that contribute to their digital vulnerability. Drawing from recent studies, survey insights, and case-based analysis, the research highlights key knowledge gaps, behavioral inconsistencies, and the psychological factors influencing online safety decisions. The study emphasizes the need for a culture of “cyber hygiene,” especially among youth and non-technical users, and suggests practical strategies for improving digital awareness in the age of social media.

Introduction

The widespread use of social media — over 4.95 billion users globally, including 600+ million in India — has transformed communication, business, and entertainment. However, this digital growth also exposes users to cyber threats such as phishing, hacking, deepfakes, and scams, especially as platforms prioritize openness and interactivity.

Key Challenges

• Many users lack cybersecurity awareness, especially teens, young adults, and elderly users.

• Common unsafe practices include:

  • Reusing passwords across platforms

  • Clicking unknown links

  • Oversharing personal details

  • Ignoring two-factor authentication (2FA)

• There's a knowledge–behavior gap — users may know the risks but still act carelessly.

Literature Insights

• Oversharing and participation in viral trends increase vulnerability (Duggan et al., 2020).

• Behavioral psychology plays a role — users often prioritize convenience or emotional reward over caution (Hadlington, 2017).

• Generational gaps: Gen Z and millennials are tech-savvy but often lax on safety; older users are more cautious but less informed (Pew, 2022).

• Platforms’ efforts like privacy tools and alerts are underused due to user inaction or complexity (Marwick & Boyd, 2018).

Research Objectives

1. Assess cybersecurity awareness levels.

2. Identify risky behaviors on social media.

3. Understand psychological and demographic factors.

4. Recommend practical improvements for digital safety.

Methodology

• Survey of 150 participants (aged 18–55) from diverse professions.

• Topics: password habits, 2FA usage, phishing experiences, privacy settings.

• Tools: Online structured questionnaire with both quantitative and qualitative analysis.

Findings

1. Password & Authentication Practices

• Only 38% update passwords regularly.

• 22% reuse the same password across platforms.

• 65% have not enabled 2FA.

2. Threat Awareness

• Though 58% have heard of phishing, only 27% could identify it correctly.

• 40% had clicked on suspicious links.

• 15% had their accounts hacked.

3. Privacy Behavior

• 70% never read privacy policies or customize privacy settings.

• Younger users often keep profiles public and overshare.

4. Psychological Patterns

• Many users show optimism bias — thinking risks apply to others, not themselves.

• Reactive behavior is common — users become cautious only after experiencing a cyberattack.

Key Issues

1. Overconfidence in digital literacy.

2. Lack of structured awareness programs.

3. Neglect of privacy tools.

4. Influencer-driven trends often encourage unsafe behavior.

Recommendations

1. Cyber Hygiene Education: Integrate basic cybersecurity in school and college curriculums.

2. Behavior-Based Awareness Campaigns: Use simulations or real-life stories to demonstrate risks.

3. Simplified Platform Nudges: Platforms should nudge users toward safer behavior (e.g., reminders to update passwords).

4. User-Friendly Security Settings: One-click check-up options can improve adoption.

5. Collaborate with Influencers: Use their reach to promote safe online practices in engaging ways.

Conclusion

This study highlights an important truth — cybersecurity is no longer a technical issue; it is a behavioral one. In the age of social media, every like, post, and click can expose users to risks if they are not aware of how the digital world works behind the scenes. Although platforms offer tools for protection, the human factor remains the weakest link. Users must move beyond passive use and actively engage with their own safety online. Education, empathy, and easy-to-access tools are the need of the hour. By fostering a culture of proactive cyber hygiene, we can build a digitally safer society — not just for tech experts, but for everyone who uses the internet.

References

[1] Duggan, M., Rainie, L., & Smith, A. (2020). The State of Online Harassment. Pew Research Center. [2] Hadlington, L. (2017). Human factors in cybersecurity: examining the link between Internet addiction, impulsivity, attitudes towards cybersecurity, and risky cybersecurity behaviours. Heliyon, 3(7). [3] Marwick, A. E., & Boyd, D. (2018). Understanding privacy at the margins. International Journal of Communication, 12, 1157–1175. [4] Pew Research Center. (2022). Internet and Technology Reports. [5] National Cybersecurity Alliance. (2023). Online Safety Survey Report. [6] Statista. (2024). Number of social media users worldwide from 2017 to 2024.

Copyright

Copyright © 2025 Komal Gahletia, Kushal Upadhaya. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.