Examining Self-Disclosure on Social Networking Sites: A Flow Theory and Privacy Perspective

Behavioral Sciences 8(58), 2018

17 Pages Posted: 10 Jan 2020

See all articles by George Oppong Ampong

George Oppong Ampong

Ghana Technology University College, Accra

Aseda Mensah

Ghana Technology University College

Adolph Sedem Yaw Adu

Ghana Technology University College

John Agyekum Addae

Ghana Technology University College

Osaretin Kayode Omoregie

Lagos Business School

Kwame Ofori

Pan-Atlantic University

Date Written: June 06, 2018

Abstract

Social media and other web 2.0 tools have provided users with the platform to interact with and also disclose personal information to not only their friends and acquaintances but also relative strangers with unprecedented ease. This has enhanced the ability of people to share more about themselves, their families, and their friends through a variety of media including text, photo, and video, thus developing and sustaining social and business relationships. The purpose of the paper is to identify the factors that predict self-disclosure on social networking sites from the perspective of privacy and flow. Data was collected from 452 students in three leading universities in Ghana and analyzed with Partial Least Square-Structural Equation Modeling. Results from the study revealed that privacy risk was the most significant predictor. We also found privacy awareness, privacy concerns, and privacy invasion experience to be significant predictors of self-disclosure. Interaction and perceived control were found to have significant effect on self-disclosure. In all, the model accounted for 54.6 percent of the variance in self-disclosure. The implications and limitations of the current study are discussed, and directions for future research proposed.

Keywords: self-disclosure; social networking sites; flow; privacy concerns; structural equation modeling; Ghana

Suggested Citation

Ampong, George Oppong Appiagyei and Mensah, Aseda and Yaw Adu, Adolph Sedem and Addae, John Agyekum and Omoregie, Osaretin Kayode and Ofori, Kwame, Examining Self-Disclosure on Social Networking Sites: A Flow Theory and Privacy Perspective (June 06, 2018). Behavioral Sciences 8(58), 2018, Available at SSRN: https://ssrn.com/abstract=3506601

George Oppong Appiagyei Ampong

Ghana Technology University College, Accra ( email )

, Ghana Technology University
Ghana

Aseda Mensah

Ghana Technology University College ( email )

, Ghana Technology University
Ghana

Adolph Sedem Yaw Adu

Ghana Technology University College ( email )

Accra
Ghana

John Agyekum Addae

Ghana Technology University College ( email )

, Ghana Technology University
Ghana

Osaretin Kayode Omoregie (Contact Author)

Lagos Business School ( email )

Km 22 Lekki Epe Expressway
Ajah
Lagos
Nigeria
105102 (Fax)

Kwame Ofori

Pan-Atlantic University ( email )

2, Aahmed Onibudo Street
Lagos, Lagos
Nigeria

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