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Social networking sites (SNS) provide great benefits for internet users all over the world. People can stay in touch, inform themselves on what is happening, or share with others what they are doing. Despite the great popularity of SNS like Facebook, more and more criticism arises in Europe toward permanently changing privacy regulations and easing of data protection. In order to support users in their right of privacy in the SNS, it has to be evaluated whether the problem is on the operator's side or on the users’ side. A problem for the user could be insufficient knowledge or control of the options for privacy settings in the own SNS profile. In this case, need of action implies enhancing users’ competencies or the user interface of the SNS. A problem on the operator's side could be that users fear an operator, e.g., sells personal data to other big companies. In this case, policy regulations have to be developed to protect users. This study focused on these aspects and shows that, in general, users’ fear of misuse of personal data by the operator is greater than the fear of unwanted exposure to other network members. Furthermore, this study analyzed which factors influence these fears and what the most critical points that would cause users to leave the SNS are.

Like us on Facebook! – Analyzing User Preferences Regarding Privacy Settings in Germany