Sentiments and perceptions after a privacy breach incident

Figures & data

Figure 1. Research method.

Table 1. Summary of sentiment scores for the five topics

Topics	No. of comments	Average Sentiment score	No. (%) of negative sentiment [0, 0.3)	No. (%) of neutral sentiment [0.3, 0.7)	No. (%) of positive sentiment [0.7,1]
#1: Issue started (5 posts)	1,225	0.44	505 (41%)	403 (33%)	317 (26%)
#2: Perceptions on data privacy (3 posts)	2,948	0.37	1,460 (49%)	937 (32%)	551 (19%)
#3: Zuckerberg apologized (5 posts)	1,047	0.51	347 (33%)	358 (34%)	342 (33%)
#4: Reactions to XYZ’s comments on data privacy (4 posts)	2,313	0.92	728 (32%)	493 (21%)	1,092 (47%)
#5: Facebook testimony (8 posts)	2,891	0.52	875 (30%)	994 (35%)	1,022 (35%)

Table 2. Comments associated with the words “ABC”, “Scary”, and “Recommendation”

Comments	Sentiment score
Scary (“可怕”)
So it is real they can listen to conversations. I thought I am imaging things. This is so scary!	0.02
Next time, I wouldn’t simply like or comment, it’s very scary.	0.03
It’s ok if they just guide me to purchase, but it’s too scary if they can monitor my chatting conversations.	0.04
It is scary and I am helpless.	0.04
Big data monitoring is really scary.	0.07
So how to avoid this? Feels scary.	0.11
ABC and Recommendation (“推送”)
I really want to know, how come ABC would know whatever that was on my mind?	0.01
Now I know why ABC recommended me the pink lipstick. Next time must be cautious when chatting.	0.03
After I said something or said what I wanted in DEF, these things would then be recommended in ABC.	0.11
ABC made recommendations to me many times, even though I have not searched for the goods, I only talked about them to others …	0.13
My most profound experience is I searched in ABC in the last second, then I turned to another website in the next second. To my surprise, an advertisement about what I searched in ABC was recommended to me.	0.15

Table 3. Selected positive comments containing “Haha”, “Exchange” and “Convenience”

Post content	Sentiment score
Haha (“哈哈”)
Haha, the best joke of the year.	0.99
Haha, XYZ, are you serious?	0.85
Exchange (“交换”) and Convenience (“便利性”)
Hahaha, last time, your boss just said, “Chinese tends to exchange convenience with privacy”.	0.82
Haha, people like to exchange convenience with privacy.	0.88
Who said “Chinese tends to exchange convenience with privacy” before?	0.79
What a humorous guy, they just said “Chinese tends to exchange convenience with privacy” before.	0.88