The Dynamics of Self-Disclosure on Social Media: Analyzing the Impact of Benefits, Concerns, and Experiences

In the digital age, social media platforms have become integral to daily communication, providing users with unprecedented opportunities to share personal information and connect with others. This phenomenon, known as self-disclosure, involves the voluntary sharing of personal information, thoughts, and feelings with others. This study investigates the factors influencing self-disclosure behavior on social media, employing Social Cognitive Theory (SCT) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) as theoretical frameworks. Using a survey method, data were collected from 369 respondents, capturing their experiences and attitudes towards self-disclosure. The analysis, conducted with SmartPLS 4, assessed the reliability and validity of the constructs and tested the proposed structural model. The findings reveal that perceived benefit, privacy concern, and privacy experience significantly impact self-disclosure intention, explaining nearly $\mathbf{4 0 \%}$ of the variance. Specifically, perceived benefit (PB) emerged as the strongest predictor, highlighting the role of social rewards and enhanced connections in motivating users to share personal information. Contrary to expectations, habitual use (HB) did not significantly affect perceived benefits, suggesting that other factors may be more influential in determining users’ perceived benefits of using social media. These findings provide valuable insights for social media platforms aiming to balance user engagement with privacy protection.