Self-disclosure at social networking sites: An exploration through relational capitals

In this research the authors examine member self-disclosure phenomenon at social networking sites. Self-disclosure enables member interactions, service customizations, and digital content generation and hence self-disclosure is imperative to the success of social networking sites. Drawing upon Social Capital Theory, we develop a succinct research model that examines the role of relational capitals in member disclosure behavior. This model also investigates the intricate relationships among relational capitals such as trust, reciprocity, and identification. This research model has been validated through survey data collected from 222 social networking site users and the analysis results provide strong support to the hypothesized relationships. The current study generates new knowledge on the exact role of relational capitals in sustaining social networking sites and it also informs the service providers of social networks to identify strategies that promote member disclosure.

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