Explaining Privacy Control on Instagram and Twitter: The Roles of Narcissism and Self-Esteem

Abstract

A growing body of research examines the relationships between psychological traits and privacy behaviors on Social Networking Sites (SNSs) to understand why users control information about themselves. This study investigates how narcissism and self-esteem can explain tendencies to control privacy on two widely used platforms: Instagram and Twitter. Data from an online survey (n = 510) are analyzed using linear mixed models. The exhibitionism component of narcissism tends to be associated with less privacy control on SNSs, i.e., profiles that are publicly accessible. Conversely, the superiority component of narcissism and self-esteem are associated with more privacy control. Across platforms, as self-esteem increases, the likelihood of having public settings on Instagram is significantly lower than on Twitter. The findings are discussed in the context of the different affordances that the two platforms present users with. The results indicate that privacy behaviors may be tied to relatively stable personality traits, suggesting that even as technologies and social norms with regard to privacy change, behaviors that limit the number of people to which individuals disclose personal information may remain the same.