Living a private life in public social networks: An exploration of member self-disclosure

In this article, the author examines voluntary self-disclosure phenomenon among social networking sites. Self-disclosure enables member interactions, service customizations, targeted marketing, and digital content generation; hence the level of self-disclosure is imperative to the success of social networking sites. Yet, members are often reluctant to reveal themselves despite their desire for socialization in the ever-increasingly popular cyber community. Drawing upon relevant literature, we developed a succinct research model that identifies key stimuli and inhibitors of member self-disclosure. These influences stem from personality traits (e.g., extroversion and privacy value), networking service attributes (e.g., perceived critical mass), and computing environments (e.g., perceived Internet risk). The research model was validated through survey data collected from 222 social networking site users and the analysis results provided support to the hypothesized relationships. The current study generates new knowledge concerning the roles that varying factors play in shaping members' self-disclosure; it also informs networking service providers about how to better encourage members to reveal themselves online.

► Positive attitude to a networking site positively associates to self-disclosure.
► Personality positively associates to positive attitude to a networking site.
► Critical mass positively associates to positive attitude to the site.
► Internet risk negatively associates to positive attitude to a networking site.
► Privacy value lessens the link between positive attitude and self-disclosure