Open AccessOnline Impression Management: Personality Traits and Concerns for Secondary Goals as Predictors of Self‐Presentation Tactics on Facebook
Author(s) -
Rosenberg Jenny,
Egbert Nichole
Publication year - 2011
Publication title -
journal of computer‐mediated communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.15
H-Index - 119
ISSN - 1083-6101
DOI - 10.1111/j.1083-6101.2011.01560.x
Subject(s) - conceptualization , impression management , presentation (obstetrics) , psychology , big five personality traits , personality , structural equation modeling , social psychology , impression formation , applied psychology , computer science , perception , social perception , artificial intelligence , medicine , neuroscience , radiology , machine learning
This study investigates the utility of personality traits and secondary goals as predictors of self‐presentation tactics employed by Facebook users. A structural equation model of self‐presentation tactics on Facebook was proposed and tested. Although fit of the initial model was good, the final model, eliminating three paths and adding two others, yielded a significantly better fitting model. Findings show that personality traits predicted concern for secondary goals (N = 477) and that secondary goals predicted the use of various self‐presentation tactics used on Facebook. Results indicated that these personality traits and secondary goals are both theoretically and empirically sound components for the conceptualization of online impression management.