From Shares to Social Ties: Social Media Self‐Disclosure, Self‐Presentation, and Social Benefits in a Collectivistic Cultural Setting

ABSTRACT Drawing on Uses and Gratifications Theory, this study investigates the link between social media self‐disclosure and self‐presentation and perceived interpersonal benefits. Whereas self‐disclosure involves communicating personal facts, self‐presentation describes selectively using self‐enhancing information to influence others' impressions. We conducted a cross‐sectional survey with participants from Brazil ( n = 216) and Indonesia ( n = 227), examining whether findings from predominantly individualistic samples generalize to collectivistic contexts. Taking the novel approach of considering self‐presentation and self‐disclosure simultaneously, we aimed to clarify their distinct contributions. Both were positively associated with perceived interpersonal outcomes: relationship maintenance, initiation, closeness, attention, validation, popularity, social support. An exploratory examination of behavioral dimensions (e.g., valence, honesty, intimacy) revealed further nuances and highlighted conceptual differences between the two. Our study extends previous literature by replicating findings in collectivistic contexts and furthers understanding of how social media behaviors support interpersonal goals.