Voluntary self‐disclosure of information on the Internet: A multimethod study of the motivations and consequences of disclosing information on blogs

Abstract

As marketing paradigms have shifted toward the need to build a relationship with consumers, marketers need to facilitate two-way communications in order to better understand them. The ability of marketers to glean the types of detailed information needed often depends on the consumer's willingness to volunteer such information. Given consumer concern about privacy as well as skepticism about how marketers use data, it is important to understand how consumers make decisions with regard to self-disclosure of information. In spite of the widespread concern about privacy, many consumers are willing to engage in significant disclosure of various Psychology & Marketing, Vol. 25 The purpose of this study is to examine the psychological characteristics of consumers who engage in voluntary self-disclosure. Through the use of the multimethod approach, we identify seven motivations individuals have for voluntary self-disclosure, as well as three consequences of this behavior. We also examine the structural configurations of the relationship among motivations, voluntary self-disclosure, and consequences. Results suggest that the motives identified help to explain why some individuals self-disclose and that individuals perceive that there are three major consequences of self-disclosure, two of which are positive.

Image and video disclosure of substance use on social media websites

“…In addition to research indicating that adolescents are not restricting the visibility of their online profile information, research also suggests that individuals sharing information in a variety of online formats are generally motivated to provide accurate self-presentation (e.g., Lee, Im, & Taylor, 2008;McKenna, Green, & Gleason, 2002). For example, Gibbs, Ellison, and Heino (2006) found that individuals constructing online dating profiles consciously enhance profiles to increase positive responses while simultaneously maintaining enough accuracy with the anticipation of a future face-to-face exchange.…”

“…For example, regarding recent internet trend 'blogging' (an online journal that is often made public), a 2007 study reported 72.7% of participants blogged daily about their experiences (Guandagno, Okdie, & Eno, 2007). Reported reasons for disclosing on blogs has included self-presentation, relationship management, information storage and sharing, entertainment, and showing off (Lee, Im, & Taylor, 2008). Valkenburg and Peter (2007) found that perceived value of the internet for intimate self-disclosure increased with age among a sample of preadolescents and adolescents.…”

“…Though many social networking websites have privacy policies and settings, Rifon, La Rose, and Choi (2005) suggested that privacy policies are not reliable deterrents, since they are not often meticulously read. This could partially be due to young adults' lack of self awareness regarding their actual levels of self-disclosure and the possible ramifications of other accessing less-than-desirable personal information.In addition to research indicating that adolescents are not restricting the visibility of their online profile information, research also suggests that individuals sharing information in a variety of online formats are generally motivated to provide accurate self-presentation (e.g., Lee, Im, & Taylor, 2008;McKenna, Green, & Gleason, 2002). For example, Gibbs, Ellison, and Heino (2006) found that individuals constructing online dating profiles consciously enhance profiles to increase positive responses while simultaneously maintaining enough accuracy with the anticipation of a future face-to-face exchange.…”

Card Stories on YouTube: A New Frame for Online Self-Disclosure

“…They exist independently from other interaction and communication, and therefore the user decides before producing and uploading his/her video what content he/she wants to disclose and whether to upload or not. This is also the case in other similar settings as weblogs (blogs), often characterized by voluntary self-disclosure (Bortree, 2005;Lee, Im & Taylor, 2008;Viegas, 2005;Ko & Kuo, 2009) as well as personal homepages (Misoch, 2007;Stern, 2002) or other self-related media products online (Misoch, 2013;Misoch, 2014). These communicational situations are characterized through asynchronicity and unidirectionality, and it seems that those factors might enhance self-disclosure: 'some people may even experience asynchronous communication as "running away" after posting a message that is personal, emotional, or hostile' (Suler, 2004).…”

Formative Constructs Implemented via Common Factors

“…"The right to be let alone" (Warren & Brandeis, 1890), or privacy, is an issue that concerns consumers, especially in this interconnected age (see e.g., Lee, Im, & Taylor, 2008).…”