Proceedings of the 52nd Hawaii International Conference on System Sciences | 2019
A Social Network Analysis (SNA) Study On Data Breach Concerns Over
Social Media
Naga Vemprala
Glenn Dietrich
The University of Texas at
The University of Texas at
San Antonio
San Antonio
Naga.Vemprala@utsa.edu
gdietrich@utsa.edu
Abstract
In the current era of digital devices, the concerns
over data privacy and security breaches are rampant.
Understanding these concerns by analyzing the
messages posted on the social media from linguistic
perspective has been a challenge that is increasing in
complexity as the number of social media sites increase
and the volume of data increases. We investigate the
diffusion characteristics of the information attributed
to data breach messages, first based on the literary
aspects of the message and second, we build a social
network of the users who are directly involved in
spreading the messages. We found that the messages
that involve the technicalities, threat and severity
related security characteristics spread fast. Contrary
to conventional news channels related posts on social
media that capture wide attention, breach information
diffusion follows a different pattern. The messages are
widely shared across the tech-savvy groups and people
involved in security-related studies. Analyzing the
messages in both linguistic and visual perspective
through social networks, researchers can extract
grounded insights into these research questions.
1. Introduction
Data breaches have been one of the most popular
discussion topics over the last decade. There are
various companies and many customers that are
affected because of the data breaches at commercial
firms including BJ’s Stores, Target, Home Depot, the
Office of Personnel and Management (OPM), Equifax,
Anthem, Coca-Cola are to name a few. The Pew
research showcase finds that 90% of Americans feel
they have lost control of their personal data [1]. Many
scholarly studies were conducted around data breaches
in many different domain interests. Some of the studies
focused on making policy changes, stricter laws [2],
estimating cost of data breaches [3], educating users
URI: https://hdl.handle.net/10125/60155
about security [4], [5], estimating the loss of market
value post breach [24], [25] and on the after effects of
data breaches by analyzing the responses of data breach
victims [7] and by tagging the psychological theories to
the breach situation [6]. The earlier studies in the
Information Systems space focused on analyzing the
outcome of the data breach using event studies [24],
[25] and processed the responses of victims by
surveying them using a set of well-phrased questions
around the situation. However, there is not much
research available on the data breach
information/discussion encompassing public
reactions stated over social media. Analyzing the first-
hand opinions from a wide range of victim-groups on
social media facilitates in bringing valuable insights
about public reactions to the post- breach situation.
These insights help the organizations and lawmakers to
protect the reputation and mitigate the losses incurred
through the data breach. Specifically, in this study we
address the following research questions: RQ1: What
characteristics of a breach message makes the
information diffuse widely across the social
network?
RQ2: Does the presence of evidence in the form of
media files, URLs and videos, drive information
diffusion?
RQ3: Who among the social media users exchange
wide amounts of breach messages?
To answer these questions, we collected the social
media messages about the data breaches from
Twitter.com. Twitter data is extensively used in
research because of its popularity and extensive
reliance by various user groups [26]. We studied the
prior literature on this subject to retrieve and analyze
key aspects about the victim-groups. Based on the
findings from earlier studies [27], data breach related
keywords and the survey questions used, we have
retrieved 16 keywords that have been used in previous
studies. To find the contextually similar words and to
extract the words for the study, the words were
converted into a meaningful numeric form as a real-
valued vector and we represented them on a scale. For
this reason, we have used the word
I
SBN: 978-0-9981331-2-6
(CC BY-NC-ND 4.0)
Page 7186
embedding [19] (The vector representation of words
using real numbers) to represent semantically
connected words together. The numerically extracted
words that are contextually similar in meaning to the 16
words we previously selected, allows us to form the
basis for building the features for our model. We used
the Negative Binomial Regression, a statistical method
employed by the prior study to logically conclude
which set of features significantly contributed to the
information diffusion. The first two research questions
of our study can be answered using the results from our
statistical methods. Finally, we have segregated the
users who shared the breach information on social
media and built a Social Network of the users. This
provides a visual representation in answering our third
research question.
From a technical and methodological standpoint, our
study is novel and first of its kind building the social
network on breach message information. We provide
three important contributions through our study:
1) A highly accurate and broadly demographic
sample: Utilized social media data in real-time
for capturing user responses to the data
breaches avoiding surveying users.
2) Representation sample: Using word
embedding for extracting contextually similar
words from the entire set of user generate
messages not only looks at the meaning of the
words but also the context a word represents.
This approach is more robust than using a
linguistic dictionary as a reference to extract
similar meaning words from the dictionary.
3) Quick analysis on user characteristics who
involve in message diffusion through social
networks backs the evidence provided by
statistical results on the dissemination
characteristics of a message.
2. Theoretical model and Hypothesis
Our study broadly builds on the domain aspects of
data breaches and systems security, two streams of
technical research from the existing literature in social
networking analysis and the sparse neural networks.
The sub-sections provide detailed explanation about
prior theoretical and methodological techniques utilized
in the prior studies and finally helps in building
hypothesis is derived based on the theoretical
background.
2.1. Data Breach studies
With the increased number of data breaches, there has
been a huge uproar among all the user groups
exchanging information. Especially with the social
media becoming more and more available through
many channels, the concerns are equally rising at an
unprecedented rate. Bulgurcu et.al. studied the
phenomena of tightening security controls and
educating employees and users on the data security. [8]
These measures improve the overall security within an
organization and reduce the effect for a data breach.
Some of the researchers focused on the ethical aspects
of the breach and studied how the organizations should
consider ethical aspects of managing customer’s
private information [9]. These studies are more focused
towards identifying the root causes and how the future
data breaches could be avoided. Victim-groups are
asked to respond to a set of pre-defined survey
questions aligned in the direction of research questions.
These responses are further analyzed for understanding
the user perception towards capturing the user
responses through a set of survey questions. These
surveys are not only costly but also poses the risk of
building a non representational sample.
Moreover, these studies suffer a high degree of
margin-of-error [20] due to various unaccounted
factors including users subject matter knowledge. This
happens even after considering heterogeneous user’s
groups while collecting the survey data. To address the
issue of addressing representational sample,
Chakraborty et al., collected data using Qualtrics, from
a random sample of user groups segregated by gender
and age. [21]. With the help of the tool provided by
Qualtrics, the responses for the survey questions were
captured. One limitation of the study is about the
concentration area of shopping experience of various
users depending on the recent data breach trends. The
problem of limited sample size applicable to one
domain area could be addressed if a diverse sample
with heterogeneous users is considered for the study.
This is only possible with the first-hand data collected
from social media. Social Media data is one such
platform where users communicate at will on various
topics. The research interests of users also cover vast
interest groups. Mining the responses of users on data
breach topics provided valuable information. In this
study we collected the data breach related information
from Twitter.com for mining the information, which
provides an alternate solution of capturing survey
responses and we extracted the user interests by
reading through their public profile pages.
2.2. Neural Networks (Word2Vec)
The first step of the research methodology is to find
the contextually similar words for the given set of input
keywords. We used the prior literature for building a
word dataset that was as the input to query for the
contextually and semantically similar words. This
allows us to build the features (message characteristics)
Page
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of data breach given input word, utilizing in research. However, mere count, then log-linear
messages. The the text corpus for training. multiple linear or regression is usually
contextually similar In our study, we used a set multivariate regression employed. In
words are used for of machine learning, analysis with Ordinary analyzing the
establishing the including the Skip-gram Least Squares (OLS) information diffusion
features for the model and data analytics method is not a one fit considering the
regression model, tools to dynamically learn solution for many sentiments carried in
which is explained in word embeddings from the problems. Especially when the message, Stieglitz
the next sub-section. ongoing supply of the dependent variable is a and Dang- Xuan [16]
Advancements in the fragmented social media continuous variable which utilized NBR with
linguistic studies messages. We performed in the context of Twitter, it retweets count as the
enabled scholars to text pre- processing to is the retweet dependent variable
retrieve the contextual filter the unrelated and sentiment,
words around a given information that induce the hashtags, and URL,
query word. noise contained in these and followers are
Converting words into messages. This eliminates independent
numeric format helps certain messages that are variables. A similar
in processing text and not related to the data analysis is carried out
representing it in a breach. E.g: Username by Lee, Agrawal and
space vector based on containing breach which is Rao [17] to estimate
the similarity. This used in a tweet. Some the message diffusion
process of retrieving announcement about on rumors during the
numeric word vector cybersecurity training, Boston Bombing. We
in low-dimension posts that contain taglines adapted the same
space is known as with “breach” related statistical method for
word embedding. keywords etc. were also capturing the
Word2Vec is a neural eliminated from the study. significant message
network based We created the dimensions characteristics as the
algorithm [10] that in tweets using shallow assumptions from
takes words as inputs (single layer network) previous studies holds
by converting the neural networks technique valid for our study.
words into word called Word2Vec, which Along with the URL,
embeddings. Using maps a word to the target the number of
these word (target is also a word). hashtags we have
embeddings that are Word2Vec focuses on used, the message
plotted with similar shared meaning of the characteristics like
words, a given input words rather than on links. stress, public opinion,
word can be queried For example, two words anxiety, efficacy,
to retrieve the are connected if their use threat, hacking related
contextually similar of their concepts overlap. It and company-specific
words around it. For is an unsupervised machine discussions have also
this the second learning model that does been as features. We
version of the not require any labels and ran the Negative
algorithm is used. can learn the weights of Binomial Regression
There are two words as word vector using SPSS software.
versions of representations
Word2Vec, incorporating most of the
Continuous Bag of semantically rich
Words (CBOW) [11] information. These vectors 2.4. Social Network Analysis
and Skip-gram model can then be used to find
[10]. CBOW takes a similarities between words Social network
set of words to get the to get relations. analysis (SNA) is a
missing contextual well-developed
word, while the skip- 2.3. Negative Binomial methodology that
gram model takes an Regression (NBR) uses network graphics
input word to fetch to illustrate social
the set of contextual structures among
Regression analysis is the
words around the related subjects. A
most popular method used
Page
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SNA constructs, a protecting the or a news, self
network variety of systems efficacy in addressing
graph properties such [22] [23]. The the problem, threat
consists of as centrality, major concerns and severity
nodes diversity, are broadly associated with the
(also cohesion, and related to breach due to
known as equivalence stress, anxiety, information hacking
vertices) can be opinion about and loss of privacy.
and measured and company image We have established
relations adopted to our
(also summarize or search keywords based on initial data we collected, it is
known as predict the the words related to these evident that majority of the
edges). evolution of the aspects. Using these profiles are interested in security,
The nodes network and keywords, we extract the technology, news, social aspects
can be the semantically similar words and other general interests. Based
individual performance of that are used within the on this foundation we have
or group individual entire set of messages. framed our hypothesis as below:
entities in entities in the These words help in H1: Stress, anxiety and opinion
a network Exploring identifying message about company should have
[12] while Untapped characteristics. Not all positive effect on the information
edges are Markets by characteristics of a message dissemination. H2: Evidence
the Tracing play the catalyst role in based messages (messages with
connectio Through Weak information propagation. URLs and more hashtags)
ns Links network. Identifying these keywords contribute more positively to
between In this study, that are significant in information dissemination
nodes and we use nodes to information propagation H3: Security and Technology
can be represent and visualizing groups of related interest groups creates a
either uni- similar group users based on their dense social network on
or bi- of users and the interests contributes to the information sharing and
directional communication information diffusion, is positively contributes for
(dyadic). between these very helpful. To build a information dissemination
These groups are network, we need to
notions represented establish a relationship Running a negative binomial
were using the between the aspects of the regression using the features we
initially edges. message. We use the prior framed helps in answering the
introduced literature studies and the first two hypotheses, where we
by 2.5. Hypothesis survey questions to frame obtain the coefficients for the
sociologis the initial set of words to regression model with the
ts and draw the semantically
Our research retweets as dependent variable on
subsequen related words used in the
plan consists of a logarithmic scale. If the
tly overall set of data breach
setting up a coefficients values are positive
broadly related message. The
dictionary of and large they contribute more
applied to research model consists of
words that towards information diffusion.
multiple literature reviews we
convey the The social network built using the
disciplines studied to determine the
various user profiles helps in answering
, such as features extraction,
information the last hypotheses. If a dense
informatio regression and graph
opinions during network is built around
n science visualization.
a data breach. technology and security focused
[13], The user profiles provide
We have groups and more links are
marketing interesting insights on the
studied established, then we can conclude
[14], interests they share.
literature from that they contribute more towards
psycholog Running a classification
the perspective information diffusion.
y [15], algorithm to segment user
of customers
among profiles into multiple
who are also 3. Research Methodology
others. groups based on the words
the victim and
Based on they used in the profiles
from the
these helps in establishing a user The research methodology for
viewpoint of
network network. Based on the validating the retrieval of
the firms in
Page
71892
message groups Bank a major
characteristics that involved in 3.1. Data Collection Canadian bank data
contributes to the sharing breach and Coca-Cola
information diffusion messages breach. We used a
Data collection
and visualizing constitutes of combination of search
is the first
various user primarily six criteria, using both
phase of our
phases as the hashtags and
methodology.
shown in the search keywords. To
To validate and
figure 1. make the data
test our
starting from collection exhaustive,
hypothesis we
collecting we have used
have collected
social media multiple keywords
the user tweets
data (step (a) in other than just “data
from social
the figure) to breach” as a single
media website
visualizing the keyword and
Twitter. The
social networks considered 7 hashtags
dataset covers a
of user groups in conjunction with
period of about
(step the search keywords.
35 days of
(f) in the The below table
tweets from
figure). The shows the list of
May 1st, 2018
steps in the search keywords and
till May 21st,
methodology of the hashtags used.
2018. The total
implementation number of
are represented Table 1.
tweets collected Search
in clockwise are 73,036 Keywords for
direction in the using various data
figure 1. All search collection
the six phases keywords and Search Keywords data breach, bre
of the hashtags. The hack
methodology breach data Hashtags #databreach #c
are explained includes #data #infosec
below from discussions #breach #hacki
sub-sections around
3.1 for (a) Facebook, 3.2. Data Pre-processing and
through Commonwealth Cleaning
3.6 for (f).
The next phase of our #breach hashtag and class
methodology includes data training notifications tagged with
cleaning and filtering hashtags #cybersecurity. These
unnecessary records. As it are identified using multiple
is with every text mining search conditions.
technique, the quality of
output depends on the 3.3. Word2Vec
quality of input used for
training the algorithm. So
The third phase of our
we have removed all the
methodology involves extracting
unnecessary special
contextually similar words. For
characters, URLs, hashtags,
this we use Word2Vec, a single
mentions, common and
layer neural network. Word2Vec
most frequent stop words
is an unsupervised machine
like the prepositions, and
learning algorithm. We have
other attribute fields like
Figure adapted the tensorflow (a Python
@RT for retweet. Some of
1. package) implementation of
the tweets we collected are
Conte Word2Vec to capture results. We
not related to the data
xt pass the input sentences as words
diagra breach. Examples of which
by tokenizing the sentences to
m include the sarcastic
words. The Word2Vec converts
messages tagged with
the high dimensional
Page
71902
representation of We have
Query word based on Semantically also
close words regression model as
words and sentences prior literature considered the below:
into low dimensional presence of
stress reaction, effect, risk, bug,
word embeddings. URLs
learn, vulnerable in the log retweet count =
The output of running message, which β0 + β1*url +
public opinion, detail, social,
the algorithm is the is usually an β2*hashtags +
prepare, reveal, key, β3*stress + β4*public
closest words of the image,
comprehend video
given word based on file or a news + β5*anxiety +
anxiety worry, sensitive, personal, β6*efficacy +
the input text. The perplex,article link,
report, compromise β7*threat + β8*hack
input text is the set of conveying the
efficacy regulate, security, account, + β9*company + ϵ
tweets related to data evidence
password, for
protect, legal
breach and the query the message
threat discovery, massive, missing, 3.5. User profile
word. If the input posted or
million, severe, upset segmentation
word is “stress”, then shared and the
hack breach, attack, stole,
based on all the discover,number
share, avoid of
tweets passed to the hashtags in Segregating users
company facebook, equifax, uber, based on their
algorithm, the closest each tweet.
arronbank, commbank, interests provides
words associated with With
cambridgeanalytica these
“stress” are being insights about the
“reaction”, “effect”, independent user groups who are
“risk”, “bug”, “learn”, 3.4. Estimation variables, we involved in sharing
and “response”. These methods have taken the the messages. For this
are the 6 words retweets count we have relied upon
closest to “stress”, as We utilized regression as the the estimation
they either appear analysis to validate dependent parameters. We
before the word or hypothesis variable for our retrieved the users
after it in the semantic (1) and (2). We regression who posted or shared
context. The window derive the model. With the messages that
used here is 3 before keywords from the retweets contain the significant
and 3 after, which the entire set of count being a keyword parameters.
makes the algorithm tweets about continuous E.g: If “stress” turns
to return data breaches, integer out to be a significant
6 closely associated by querying the variable, we parameter, we capture
words. Taking too model using have used the all the users who
many close words is the words negative posted messages
not ideal as there is a collected from binomial related to stress.
high probability of literature Using the
considering review based username from the tweet
overlapping words on prior post, we retrieved the
and it adds up to studies. These profile description from
noisy data. The below derived Twitter. We ran the
table shows all the keywords form clustering algorithm [18]
words semantically the basis for on the text description to
associated to input features of the retrieve topics that interest
word. model. We social media users who
Table 2. Search search for the tweet on data breach
Keywords for presence of messages. Table 3. shows
data collection these words in all the topic words Table 3. Interesting topics of
each and every generated from the user social media users
tweet message profiles. User Group Topic Words
and mark for its Security Awareness analytics, cyber
presence using malware, safety
binary values solutions, secur
of 1 and 0 for Technology Focus tech, infrastruc
presence and bigdata, blockc
absence of the nosql, bigdata
keywords
respectively.

Page
71912
 News Related direction of the variable in are contribut
communication the overall ng positi
. Users are the model. Also, Z-
Social Work nodes of the value provided Table 4. Regression
in the table 4 results
graph and the
provide User Group Estimate Std.Err ZV
communication
Other interests valuable Intercept 0.854 0.229 3.72
link is the edge
insights about URLs 1.026 0.181 5.66
between the
the error. The Hashtags 0.745 5.602 0.13
nodes in the
higher the Stress 0.303 0.109 2.75
graph. Edges of
magnitude of Public 5.781 4.314 1.34
3.6. Social Network equal weight
Z-value there is Anxiety 0.232 0.124 1.88
Analysis (SNA) are formed
less error in the Efficacy 0.278 0.165 1.68
between user1
overall model Threat -0.469 0.121 -3.89
The last phase of our and user2, if a
due to this Hack -0.732 0.441 -1.66
methodology is to message posted
variable and it Company 0.474 0.246 1.92
create a visualization by user1 or
user2 is replied has to be
of the category of considered in Based on the above
users who share the to or shared by
user2 or user1 the overall statistical results, the
messages across model. updated model turns
social media. To gain respectively.
We color code Standard error out to be as below:
a deeper insight into is captured in log retweet count =
the information the type of user
the third β0 + β1*url +
diffusion, we build a groups in the
column with β3*stress +
social network using social network β5*anxiety +
for clear the Z Value in
the groups the users 4th which could β6*efficacy +
are clustered into. We visualization. β7*threat + β8*hack
also provide an
retrieve all the + β9*company + ϵ
estimate of
messages that contain 5. Results standard
the significant The figure 2., shows
deviation. The
characteristics in a interaction between
We exponent of
message along with various user groups.
summarize the estimate is
the information of There is wide amount
results of provided in the
user who posted, of communication
regression in last column.
replied or shared the between technology
Table 4. The The highly
message. We did not focused groups and
first column significant
build a directional security related
represents all variables of the
graph as we are experts. While there
the variables in model are
interested in finding are significant
our mode intercept,
communication contributions made
including the URLs, and
between user groups by the news channels
intercept and Threat. The
but not the and personnel from
the coefficients next significant
media, the other
are present in variable is
community users
the estimate. Stress. All
were not widely
The higher the these 4 factors
discussed their
value of
coefficient, the posts. There are users who characteristics by user groups
more is the responds to some of the provide interesting insights into
contribution of data breach messages have the information diffusion pattern.
wide range of interests that
are not specific to breaches Figure 2. Social Network
alone. Interestingly the of
users who are more various
concerned toward society user
in general responded to groups
significant amount of posts.
Thus, visualizing the posts
with significant message
6. Conclusion and
Page
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Limitations longitudinal 581166/privacy-
Our research provides a analysis using personal-data-report/
novel approach of finding the message
the message characteristics [2] Romanosky, S.,
posts from
that facilitates information Telang, R., & Acquisti,
various social A. (2011). Do data
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addressing data breach Restricting the reduce identity theft?.
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We have utilized the test bed for perspective. Information
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timing of these
Goo, J., & Whitmore, A.
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strings to the search criteria then relationship between
could bring in more segregating the managerial information
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