Abstract: In this study, we present our quantitative research in identifying the relationship of elements in hyperpersonal framework with information privacy concern and privacy protection behaviour. Hence, this study explains the roles of information privacy concerns in social networking sites by investigating the factors as well as ehavioural strategies that individual use in protecting their privacy. An empirical study engaged a total of 488 ndergraduates from a public Malaysian university. Data was analyzed using a structural Equation Modelling SEM) technique and results were based on the SEM outputs which demonstrate the acceptance and confirmation of all factors. Findings of this study show that information privacy concern has positive relationship towards privacy rotection behaviour. Perceived anonymity of others and perceived intrusiveness are found to be the factors of nformation privacy concern.