How social media trust and ostracism affect tourist self-disclosure on SNSs? The perspective of privacy management strategy

Tourist self-disclosure on social media enhances tourist experiences and serves as important user-generated content and word-of-mouth. Based on communication privacy management theory and Goffman’s dramaturgy, a structural equation model was used to explore the influence of social media trust and ostracism on tourist self-disclosure on social network sites, as well as the psychological mechanisms. The results indicated that social media trust positively affects tourist self-disclosure directly and decreases privacy concern. Ostracism negatively affects tourist self-disclosure directly and indirectly through the chain-mediation role of self-presentation and privacy concern. The findings are of great value to predicting and guiding tourist self-disclosure on social media.