The Construction of Facebook Users’ Self-concept and Their Brand Information Disclosure Behavior

　　The following research is going to explore Facebook users’ brand information disclosure behavior, their construction of self-concept and the relationship between both. The study was accomplished by qualitative research method that the researcher has held 12 in-depth interviews with selected Facebook users and has collected data from not only interviews but also all the brand information on the users’ Facebook “Wall” of the past 2 years. Therefore, the researcher is able to understand how the respondents construct their online self-concept by the following three aspects:
　　1.Self-Enhancement: The thesis shows that respondents use temporary self-comparison and social comparison with brand information to prove they’re better than their past selves or able to achieve their ideal selves. Consequently, the users could enhance their self-evaluation.
　　2.Self-Maintenance: With internalization, multiple social roles could evolve into multiple role-specific selves. The respondents show that they adopt several coping strategies to deal with multiple selves conflict while they’re disclosing brand information, and manage their general self-concept by online impression management. As a result, the respondents reveal that they have ability to achieve multiple selves synergy.
　　3.Self-Protection: The research attempts to investigate the details and content of the respondents’ feared selves, and takes efforts to understand how Facebook users’ avoid their feared selves being created by their brand information disclosure behavior with online impression management skills.