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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 relationship of perceived usefulness, privacy concerns, and self-disclosure behavior.

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Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.