“…Indeed, the literature discusses SNS as a way of connecting with known and unknown others (Sheldon, 2008;Special & Li-Barber, 2012), therefore enforcing differences in sharing behaviour when users are aware of their audience (Vasalou, Joinson, & Courvoisier, 2010), and variations concerning the presentation of the self and identity development (Marder, Joinson, Shankar, and Houghton, 2016;Schau & Gilly, 2003;Zhao, Grasmuck, & Martin, 2008). Arguably, the challenge of segregating multiple personas is becoming increasingly difficult in a digital age (Belk, 2013(Belk, , 2014. Marwick and boyd (2011a), in their study on the motivations behind 'tweeting', focus on the increasing difficulty of maintaining multiple digital identities to suit different audiences.…”