Abstract:
The increasing use of social media among university undergraduates in Sri Lanka has
created new opportunities for communication, collaboration, and learning, while
simultaneously raising serious concerns about digital privacy. This study investigates
the factors influencing social media related privacy management practices among
undergraduates at state universities in Sri Lanka. Guided by the Communication
Privacy Management (CPM) Theory and Protection Motivation Theory (PMT), the
research focuses on three key determinants: awareness of privacy settings, privacy
risk awareness, and technical literacy. A quantitative research approach was adopted,
and data were collected through a structured questionnaire administered to 384
undergraduates representing 17 state universities. Statistical analyses, including
correlation and regression tests, revealed the existence of a “privacy paradox,” where
students express strong privacy concerns but continue to engage in risky behaviours
such as oversharing personal information and relying on default privacy settings. The
results confirmed that awareness of privacy settings, privacy risk awareness, and
technical literacy each have a significant positive relationship with effective privacy
management. Despite this, many undergraduates lack the technical competence
required to navigate complex privacy tools, leading to inconsistent privacy protection
behaviours. These findings highlight the urgent need for targeted digital literacy
programmes and university-led awareness campaigns to promote more responsible
social media use. The study offers valuable implications for educators, policymakers,
and social media developers in formulating strategies to enhance privacy protection
and create a safer digital environment for undergraduates in Sri Lanka.
