The function of self-disclosure on social network sites: Not only intimate, but also positive and entertaining self-disclosures increase the feeling of connection

• Three alternative models how updates on Facebook create closeness are tested.
• The more intimate communication on Facebook is hidden in private conversations.
• Here, the classical link between intimacy and feeling of connection holds.
• Positive and entertaining updates also increase the feeling of connection.
• Interaction partner responsiveness plays no significant role on social media.

How can social network sites (SNS) foster relationships when most status updates on SNS are mainly entertaining and not very intimate? This finding cannot be explained by classical social psychological theories such as social penetration theory which regard disclosure intimacy as the main driver of relational outcomes. By building on literature on the role of capitalization and humor in relationship formation and maintenance, this paper suggests two alternative paths from public self-disclosure to relational outcomes. Respondents judged the content and relational effects of own and friends’ status updates as well as private conversations. In general, all types of messages were mainly positive and entertaining. The more intimate communication took place in private conversations; here, the classical link between disclosure intimacy and feeling connected still held. However, positive and entertaining self-disclosures also increased the feeling of connection, especially when reading friends’ updates. Interestingly, interaction partners’ responsiveness did not play a significant role, indicating that results from dyadic face-to-face interactions do not hold for public communication on social media. The study contributes to the development of a more differentiated model on the role of self-disclosure on SNS.