Privacy in the Age of Social Media: Beyond the Like

Introduction

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 9

Chapter 10

Biography

Dr Manimuthu Arunmozhi is a cybersecurity academic and technology entrepreneur. He is Assistant Professor at Aston Business School, Aston University (UK), where he teaches cybersecurity management and business analytics. A patent holder and finalist for the 2025 Innovation Award (Young Innovator category), he is also the Founder and CEO of Q Safe, focusing on Quantum Security, digital trust, privacy, and responsible technology adoption.

Luan Wise is a seasoned marketing professional with agency, client side, and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM), and is currently pursuing a PhD by Portfolio at the University of Lancashire (UK). She delivers training and offers insights on the latest industry developments to organizations and at events worldwide.

'An essential read for a time when every interaction on social media and in AI feeds an invisible system designed to predict and subtly influence our behaviour. Luan and Manimuthu ask some probing questions which we should all be mindful of as our relationship with technology becomes ever more complex.'

Drew Benvie, CEO of social media consultancy Battenhall, and Founder of youth social media safety nonprofit, Raise 

'Dr Manimuthu Arunmozhi and Ms. Luan Wise offer a thoughtful, well‑researched, and deeply relevant examination of these challenges. Their combined expertise spanning cybersecurity, digital risk, marketing, and behavioural insight provides readers with a rare, holistic perspective on what it truly means to live in a data‑driven world. This book not only demystifies how platforms collect and use our data but also empowers readers with practical strategies to navigate social media more safely and responsibly. It is a valuable resource for students, professionals, and everyday users seeking clarity in an increasingly complex digital environment.'

 Dr Vincent Charles, Programme Director – Queen’s University Belfast

'This book resonates because it speaks to a reality many of us sense but rarely articulate; that our everyday online interactions carry deeper consequences than we fully understand. With clarity and care, the authors unpack these complexities while keeping the reader grounded in real-world implications. It is an engaging and meaningful work that invites reflection as much as it informs.'

Dr Tatiana Gherman, Associate Professor of AI for Business & Strategy – University of Northampton

'At a pivotal moment for online privacy, this book is an essential wake-up call. Luan Wise and Dr Manimuthu Arunmozhi lift the lid on the uncomfortable truth: data collection isn’t a side effect of social media; it’s the business model. They unpack the hidden mechanics of tracking, profiling and monetisation, exposing how the ‘control’ users think they have is often an illusion, and why every internet user has the right to understand, challenge, and protect how their digital lives are being turned into profit.'

Alison Battisby, Social Media Strategist and Founder of Avocado Social

'An eye-opening and enlightening look into the privacy issues concerning the social networks we all use daily. Arunmozhi and Wise provide a deep look into how our every click, scroll, and post is tracked, used, and all too often, abused. A must-read for anyone who has clicked “accept” on terms and services they haven’t read…which is all of us.'

Jon-Stephen Stansel, Social Media Consultant, Founder of Saturn 9 Media and author of “The 10 Principles of Effective Social Media Marketing”