Why do people disclose themselves on social networking sites? Evidence from Vietnamese Facebook users

Based on the theory of personal needs, this study aimed to understand how individual self-presentation and interpersonal needs formed by social networking sites (SNSs) influence self-disclosure to friends. Besides, the study would like to examine whether there are differences in personal self-disclosure due to personality traits. Specifically, the research model used two personality traits (extraversion and narcissism) as moderators. Furthermore, we conducted a questionnaire survey with 532 Facebook users. All the hypotheses are tested using SPSS and Smart PLS. The findings showed that: 1) self-presentation, expressed inclusion, wanted affection, and express affection positively influence self-disclosure; 2) wanted inclusion negatively influences self-disclosure; 3) personality traits with high and low extroversion and narcissism also have different effects on users' self-disclosure. Finally, the study provides SNS operators with information to improve user interaction quality and enrich social networking sites' content.