Beyond the Birthday Cake Emoji: Unraveling Gender Differences and Behavioral Nuances in Nigerian Birthday Disclosures on Social Media

Abstract

People often congratulate and celebrate one another on social media, unknowingly disclosing critical information about themselves which may lead to privacy issues. Through quantitative, structural equation modeling, and thematic analytical methods used on our data of 700 Nigerian participants using snowball sampling, comprising 48.4% men (339) and 51.6% women (361), we assessed influences on birthday disclosures, emphasizing social gratification, social media usage, and knowledge of privacy settings. Despite a general understanding of privacy measures, many Nigerians prioritize the immediate rewards of social gratification. Prolonged platform usage tends to reduce birthday disclosure. Gender-based differences were notable: with increased social media use, Nigerian men disclosed birthdays less frequently than women. Identification of the unique considerations that Nigerians make before disclosing their birthday, including emotional and religious factors as well as consideration of the impact of disclosure on reputation, sets this study apart from similar previous studies in the Western context. The findings highlight the necessity of acknowledging regional cultural nuances in digital practices and support the call for region-specific digital literacy initiatives.