Abstract:
With the growing popularity of social media, concerns about user privacy and online
safety have intensified due to the increasing prevalence of cyber threats. Although
most platforms offer various security features such as two-factor authentication, login
alerts, and privacy controls, many users either underutilise or remain unaware of these
tools. This study examines the factors influencing the usage of social media security
features among users in Sri Lanka’s Western Province, selected for its high internet
penetration and diverse demographic representation. The research explores the
relationships between the use of security features and four key factors: cybersecurity
awareness, perceived risk, trust in platforms, and privacy concerns. A quantitative
research approach was employed, using a structured online questionnaire distributed
to 372 social media users selected through convenience sampling. Data were analysed
using SPSS with descriptive statistics, correlation, and regression analysis. Findings
reveal that cybersecurity awareness and trust in social media platforms positively
influence the use of security features, whereas privacy concerns have a significant
negative effect. Perceived risk was positively related but not statistically significant.
The results emphasise that enhancing user awareness and building trust in platforms
can increase the adoption of protective features, while unresolved privacy concerns
may discourage their use. This study provides valuable insights for platform
developers, educators, and policymakers to promote safe social media practices and
strengthen digital privacy. It also recommends further research on platform-specific
behaviours and larger, more representative samples to broaden understanding in this
area.
