Self-disclosure of social media users in Indonesia: the influence of personal and social media factors

Purpose In the context of social media (SM) use, self-disclosure (SD) behaviour meets users' social and emotional needs, but it is also accompanied by risks that can harm users. This paper aims to identify the factors that influence users' SD behaviour on SM in Indonesia, using a comparative analysis based on age groups. Design/methodology/approach A survey was conducted on 2,210 respondents who were active SM users in Indonesia. Data were processed and analysed using covariance-based structural equation modelling with AMOS 24.0 software. Findings Results indicate that, in the overall age group data, factors such as use of information (UI), trust, privacy control (PC), interactivity, perceived benefits (PB) and perceived risks (PR) influence users' SD behaviour. This research also found differences in the characteristics of SD behaviour between age groups. Originality/value Findings from this study can help SM service providers to evaluate the credibility and reliability of their platforms to encourage user retention.