This study introduces a theoretical framework to investigate users’ trust in personalized advertising activities on social media platforms. It uses the Social Media Privacy theory to measure user trust comprehensively. The study involved 416 Indonesian users, who answered questionnaires to assess the model using a cross-sectional approach. The findings revealed that perceived risk, negative personal experiences, personal interests, and perceived benefits affected user trust in using their data and information by Social Networking Sites (SNS) for personalized advertising. By leveraging the Social Media Privacy Model, this research delves into the interplay between user privacy and its consequences on individuals’ trust in the context of social media data usage. Through empirical examination, this study aims to shed light on the mechanisms through which user privacy considerations shape trust perceptions regarding the handling of their data on social media platforms.