ABSTRACT
This chapter examines when and why influencers share secrets online. Based on an exploratory survey with 48 bloggers and the literature on secret sharing, it examines the use of secret sharing as a strategy for audience building. The chapter then describes the types of secrets that influencers disclose, as well as their motives for sharing these secrets and the emotions associated with this behavior. It defines what a secret is, and then discusses people's survey methodology. The chapter looks people's survey in the light of what is already known about secret sharing in the social psychology literature. It also discusses secret sharing as a personal brand building tool and directions for future research. The chapter establishes the prevalence of disclosure of intimate personal information among online influencers. It summarizes a key to building one's online brand, and develops strong relationships, and provides unique content and value to the audience.
