Devos, EmmaEmmaDevosVan Hove, StephanieStephanieVan HoveMechant, PeterPeterMechant2026-03-302026-03-302025978-3-031-94158-01865-0929https://imec-publications.be/handle/20.500.12860/58959In the digital data era, empowering users to manage their personal data has become a cornerstone of fostering trust in media organizations. This experimental study investigates the multidimensional construct of trust in a Flemish public media organization, its online streaming service, and the embedded privacy dashboard of the streaming service. Privacy dashboards represent a user-centric innovation designed to enhance transparency and control, addressing growing concerns about the opaque handling of personal data by digital platforms. Our findings reveal high trust levels in both the media organization and its online streaming service, while the privacy dashboard, though positively received, exhibits lower trust due to limited familiarity. Statistical analyses show a transfer of trust from the established platforms to the dashboard, indicating its potential as a trust-building tool. Additionally, individual factors like digital literacy and privacy concerns significantly shape users’ trust and their attitudes. These results underscore the critical role of human-data interactions in the adoption of privacy-enhancing technologies. Privacy dashboards can empower users by enhancing transparency around data practices, building trust in online media services, and giving individuals greater control over their personal information. For privacy tools to succeed, media organizations must integrate them seamlessly into user experiences while promoting digital literacy and addressing privacy concerns.engProceedings paper10.1007/978-3-031-94159-7_6WOS:001554502400006COMMERCE