This study explores the personalization-privacy paradox on social media, focusing on the interplay between happiness with the internet (HWI), trust beliefs (TB), and information collection concerns (InfCC). The research develops and tests a conceptual model that investigates the psychological mechanisms driving information-sharing behaviors on social media, including the moderating roles of TB and InfCC. The study employs social exchange theory as a conceptual framework, examining how HWI influences users' willingness to disclose personal information on social networking sites (SNSs). The findings reveal that HWI positively affects SNS posting frequency, which in turn mediates the relationship between HWI and users' willingness to disclose information for personalization. TB is found to positively moderate the relationship between HWI and SNS posting frequency, while InfCC is found to negatively moderate this relationship. The study contributes to the literature by enriching social exchange and privacy calculus theories, providing valuable implications for marketers aiming to navigate the balance between personalization and privacy. The results highlight the importance of considering emotional and psychological dimensions when addressing the personalization-privacy paradox. The study also addresses the limitations of the research and outlines potential avenues for future research.This study explores the personalization-privacy paradox on social media, focusing on the interplay between happiness with the internet (HWI), trust beliefs (TB), and information collection concerns (InfCC). The research develops and tests a conceptual model that investigates the psychological mechanisms driving information-sharing behaviors on social media, including the moderating roles of TB and InfCC. The study employs social exchange theory as a conceptual framework, examining how HWI influences users' willingness to disclose personal information on social networking sites (SNSs). The findings reveal that HWI positively affects SNS posting frequency, which in turn mediates the relationship between HWI and users' willingness to disclose information for personalization. TB is found to positively moderate the relationship between HWI and SNS posting frequency, while InfCC is found to negatively moderate this relationship. The study contributes to the literature by enriching social exchange and privacy calculus theories, providing valuable implications for marketers aiming to navigate the balance between personalization and privacy. The results highlight the importance of considering emotional and psychological dimensions when addressing the personalization-privacy paradox. The study also addresses the limitations of the research and outlines potential avenues for future research.