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


  • 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)


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.

Suggested Citation

  • Ashraf Sharif & Saira Hanif Soroya & Shakil Ahmad & Khalid Mahmood, 2021. "Antecedents of Self-Disclosure on Social Networking Sites (SNSs): A Study of Facebook Users," Sustainability, MDPI, vol. 13(3), pages 1-21, January.
  • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1220-:d:486356

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    References listed on IDEAS

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    Cited by:

    1. Fatima Rafiq & Mazhar Javed Awan & Awais Yasin & Haitham Nobanee & Azlan Mohd Zain & Saeed Ali Bahaj, 2022. "Privacy Prevention of Big Data Applications: A Systematic Literature Review," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Najmul Hoda & Naim Ahmad & Amjad Aldweesh & Quadri Noorulhasan Naveed, 2023. "Intensity of SNS Use as a Predictor of Online Social Capital and the Moderating Role of SNS Platforms: An Empirical Study Using Partial Least Squares Structural Equation Modelling," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    3. Md. Motaher Hossain & K. M. Zahidul Islam & Abdullah Al Masud & Md. Alamgir Hossain & Nusrat Jahan, 2023. "Antecedents and Consequences of Self-Disclosure in Subjective Well-Being: A Facebook Case With a Social Support Mediator," SAGE Open, , vol. 13(2), pages 21582440231, June.

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