اتجاهات الجمهور السعودي نحو الخصوصية في إعلانات الهاتف المحمول و طرق حمايتها

Abstract EN

The issue of the user’s privacy in mobile advertising has gained a growing interest among researchers at the international level, but understanding the worries related to it and proposing appropriate solutions to protect mobile users in the Arab region is still in its earliest phase.

This study seeks to identify the Saudi public attitudes towards the violation of the privacy of mobile phone users by phone ads, identify the aspects of this violation, and propose possible solutions to protect privacy by conducting a survey on a sample of 254 users.

At the end of this study, the researcher has reached a number of conclusions, including: )1( the fact that mobile phone is facing some problems and challenges that call for the need to respect the privacy of mobile phone users after a number of violations had been recorded, counting financial and psychological infringements, as well as breaches related to time and information; )2( the results of the study agree with the theory of value prediction, which assumes that individual evaluations and expectations of things affect their attitudes towards them.

In this case, one third of respondents feel that their privacy is violated when they receive ads for products unheard of, while others would tolerate ads if they involve offers and prizes; and )3( the fact that there is a difference among respondents in their vision of the ways to protect their privacy against mobile phone ads.