Adult attachment and self-disclosure on social networking site: A content analysis of Sina Weibo

The popularity of social networking sites (SNSs) provides a new tool for self-disclosure. Previous studies have applied the attachment theory to illuminate individual differences in self-disclosure on SNS. However, several limitations and inconsistent results still need further research. First, previous studies neglect the potential difference between attachment anxiety and attachment avoidance (two dimensions of attachment insecurity) in predicting SNS self-disclosure. Besides, related studies have been limited to the disclosure of certain information, college samples and self-report data, which may lead to untrustworthy sample representativeness and measured deviation. Current research develops an evaluation model of self-disclosure based on observable information on Sina Weibo, a large SNS in mainland China. The model includes textual information, personal profile, and profile image on SNS as index and can well reflects users' self-disclosure amount and depth on SNS. Based on the model, current research finds that individuals with high attachment anxiety disclose less personal information on their SNS profile page, while those with high attachment avoidance show a decreased disclosure of profile image on SNS. Finally, explanations of adult attachment as a predictor, limitations of the current research, implications and areas for future research are discussed.