The study explores the personalization-privacy paradox on social media, focusing on how consumers' desire for customized interactions coexists with their concerns about data privacy. The research uses social exchange theory as a conceptual framework to investigate the influence of happiness with the internet (HWI) on users' willingness to disclose personal information. The study develops and tests a conceptual model that examines the psychological mechanisms driving information-sharing behaviors, including the moderating roles of trust beliefs (TB) and information collection concerns (InfCC). The findings suggest that HWI positively affects SNS posting frequency, which in turn increases users' willingness to disclose information for personalization. The mediation effect of SNS posting frequency is significant, and TB and InfCC moderate the relationship between HWI and information disclosure. The study contributes to the literature by enriching social exchange and privacy calculus theories, providing valuable insights for marketers to balance personalization and privacy.The study explores the personalization-privacy paradox on social media, focusing on how consumers' desire for customized interactions coexists with their concerns about data privacy. The research uses social exchange theory as a conceptual framework to investigate the influence of happiness with the internet (HWI) on users' willingness to disclose personal information. The study develops and tests a conceptual model that examines the psychological mechanisms driving information-sharing behaviors, including the moderating roles of trust beliefs (TB) and information collection concerns (InfCC). The findings suggest that HWI positively affects SNS posting frequency, which in turn increases users' willingness to disclose information for personalization. The mediation effect of SNS posting frequency is significant, and TB and InfCC moderate the relationship between HWI and information disclosure. The study contributes to the literature by enriching social exchange and privacy calculus theories, providing valuable insights for marketers to balance personalization and privacy.