<![CDATA[This study aims to analyze the influence of the intensity of social media use on the self-disclosure behavior of Generation Z. Generation Z is a group that grows in a digital environment and has a high level of social media use, so that social media is the main space for communicating and expressing themselves. This study uses a quantitative approach with a survey method. The data was collected through a Likert scale-based questionnaire that was distributed to 78 Generation Z respondents who actively use social media. Data analysis was carried out using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results of the study showed that the intensity of social media use had a positive and significant effect on the self-disclosure behavior of Generation Z. The path coefficient value of 0.746 with a t-statistic value of 17.416 and a p-value of 0.000 showed that the higher the intensity of social media use, the higher the tendency of Generation Z to self-disclosure. This research provides an empirical contribution to the study of digital communication and provides an understanding of the communication behavior patterns of Generation Z on social media.]]>
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