Why We Share: A Uses and Gratifications Approach to Privacy Regulation in Social Media Use

The contradiction between the stated preferences of social media users toward privacy and actual privacy behaviors has suggested a willingness to trade privacy regulation for social goals. This study employs data from a survey of 361 social media users, which collected data on privacy attitudes, online privacy strategies and behaviors, and the uses and gratifications that social media experiences bring. Using canonical correlation, it examines in detail how underlying dimensions of privacy concern relate to specific contexts of social media use, and how these contexts relate to various domains of privacy-protecting behaviors. In addition, this research identifies how specific areas of privacy concern relate to levels of privacy regulation, offering new insight into the privacy paradox. In doing so, this study lends greater nuance to how the dynamic of privacy and sociality is understood and enacted by users, and how privacy management and the motivations underlying media use intersect.