Generational differences in privacy concerns and self-disclosure as predictors of relationship closeness in China

This study examines the associations between privacy concerns, self-disclosure, and relationship closeness on social media in the Chinese context, drawing on Social Penetration Theory and the Interpersonal Process Model of Intimacy. Data were collected from 902 adult social media users in China using a convenience snowball sample, including Generation Z (20-28 years; 14.9%), Millennials (29-44 years; 47.2%), and Generation X (45-59 years; 37.9%). Analyses conducted with SmartPLS 4 showed that privacy concerns were negatively associated with relationship closeness, whereas self-disclosure was positively related to closeness. Generational differences emerged, with Generation X showing stronger associations between privacy concerns and reduced relational outcomes, while Generation Z appeared less affected. In addition, the frequency of social media use moderated these relationships, such that higher use weakened the negative association between privacy concerns and relationship closeness and strengthened the positive link between self-disclosure and closeness. Overall, the findings highlight generational variation in privacy management and relational processes on social media and provide insights relevant for individuals, policymakers, and platform designers seeking to promote safer and more meaningful online interactions.