Personality and Self-Disclosure on Instagram: Unpacking the Moderating Role of Trust

Instagram is among the most popular social media platforms globally. While individuals tend to engage with it and disclose their thoughts and feelings, the mechanism by which this is impacted by personality traits remains incompletely understood. Additionally, the role of trust that is of key importance in information disclosure remains unclear in this regard. We address this gap by testing the moderation of trust on the impacts of neuroticism and narcissism. Partial least squares structural equation modelling on data from 298 respondents revealed opposite moderating effects of trust on the effects of two personality traits, providing novel theoretical insights.