Self-disclosure is an emergent issue faced by social network sites (SNSs) providers and online business owners. Although users may initially struggle with the idea of privacy loss if they decide to make their decisions of self-disclosure on SNSs, many of them eventually behave contrarily by revealing private information in exchange for social acceptance. Drawing upon the theory of communication privacy management, the present study develops a research model grounded in social acceptance and privacy-rule criteria to further examine self-disclosure. Based on the results, the three-way interaction among social acceptance, privacy-rule criteria and information privacy extends our current understanding of how privacy paradox can possibly function in making self-disclosure decisions.