Content personalization and user profiling: selected psychometric phenomena in social networking sites on the example of Facebook in the light of literature analysis.

Abstract

The development of social networking services has given rise to new phenomena in the online environment, influencing not only account functionality but also user behavior. This article focuses on content personalization and user profiling, aiming to characterize and compare these concepts in the context of a specific platform. The main research question addressed in this study is to explore the differences between content personalization and user profiling in social media, particularly on Facebook. The investigation employs methods was critical analysis of the literature. Initially, the definitions of content personalization and user profiling are presented, highlighting key terminological distinctions. Subsequently, the processes involved in these practices are examined, describing the employed methods and mechanisms. The necessary data required for the implementation of these practices is also discussed. Finally, the potential risks as-sociated with these mechanisms within the Facebook network are identified. The analysis reveals that content personalization and user profiling are distinct phenomena with significant implications for the operation of social networking services.