Digital Identity Management on Social Media: Exploring the Factors That Influence Personal Information Disclosure on Social Media

Abstract

A number of social media platforms have emerged as dominant medium for societal discourse, enabling significant user involvement in creation and shaping of social media contents. However, the phenomenon raises the challenge of digital identity management on such platforms in order to maintain reputations and ensure information privacy preservation. This study examined the factors that influence users’ decision to disclose personal information on Social Media and their antecedents. We employed a mixed-methods approach based on analysis of data of 250 respondents from tertiary institutions in Ghana, and 8 focus group discussions comprising 86 participants. The results revealed a lack of user awareness and appreciation of the limitations of the privacy settings on social media platforms. Secondly, we observed that users’ ability to establish the legitimacy of parties to social media interactions are fundamental requirements in how individuals engage social media. Finally, there is a disparity between information privacy concerns and actual privacy practices of users on social media.