The extent to which users choose to reveal their identities in a social media setting, or alternatively, the degree to which sites allow or require identities to be shared. User can create any number of identities, which may not represent their physical one, but may be related to a platform. For example different photos may be shared on LinkedIn compared to Facebook. It is difficult for firms and researchers to analyze the degree to which someone’s online identity matches their real one. Firms must consider the extent of privacy users want depending on the context. Users care whether or not their information is used for data-mining.