期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：11
页码：1483-1495
DOI：10.6007/IJARBSS/v10-i11/9074
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Facebook users have been bombarded with the latest scandal of Cambridge Analytica and privacy breach which has become a major crisis of trust with the public. The respective Facebook founder, Mark Zuckerberg was summoned by the US Congress for two days hearing to state his defends. Social media has become a source of big data that can be manipulated or harvested mostly for marketing and social branding using sophisticated Artificial Intelligence (AI) and machine learning technology. This paper proposes a holistic reflection on the opportunities and risks brought about facing with or phasing out of the use of Facebook in Malaysia with the main aim of highlighting the need to acquire a new awareness of the possible unethical use of personal details, and potential that this data is being used to develop AI.
