Shaping Digital Identities in Social Networks: Data Elements and the Role of Privacy Concerns

Abstract

Individuals today shape a digital identity through which they “introduce” themselves to others in Social Network Sites (SNS). SNS embody features that enable users to customize their digital identity at will and to disclose desirable elements of their personality. The processes by which users shape their digital identity through information disclosure are largely unknown, including the role of privacy concerns. In this paper we identify the data elements that users consider important for shaping their digital identity in SNS and how privacy concerns shape this process.