Antecedents of Self-Disclosure on Social Networking Sites (SNSs): A Study of Facebook Users

Ashraf Sharif, Saira Hanif Soroya, Shakil Ahmad and Khalid Mahmood
Additional contact information
Ashraf Sharif: Systems Librarian, Aga Khan University, Karachi 74800, Pakistan
Saira Hanif Soroya: Department of Information Management, University of the Punjab, Lahore 54590, Pakistan
Shakil Ahmad: Research Services Librarian, Prince Sultan University, Riyadh 66833, Saudi Arabia
Khalid Mahmood: Department of Information Management, University of the Punjab, Lahore 54590, Pakistan

Sustainability, 2021, vol. 13, issue 3, 1-21

Abstract: Self-disclosure on social networking sites (SNSs) leads to social capital development, connectedness, and relationship building. Due to several benefits associated with this behavior, self-disclosure has become a subject of research over the last few years. The current study investigates the antecedents of self-disclosure under the lens of the technology acceptance model (TAM). The research is quantitative, and the data were collected from 400 Pakistani Facebook users with a variety of demographic characteristics. The partial least squares-structural equation model (PLS-SEM) analysis technique was employed to analyze the data. The study′s findings confirmed that perceived usefulness is a strong predictor of personal information sharing, and it along with other variables causes a 31% variation in self-disclosure behavior. However, trust (medium and social) mediates the relationshipof perceived usefulness, privacy concerns, and self-disclosure behavior.

Keywords: self-disclosure; personal information sharing; social networking sites; TAM; Pakistan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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