Who puts the best “face” forward on Facebook?: Positive self-presentation in online social networking and the role of self-consciousness,actual-to-total Friends ratio,and culture |
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| Affiliation: | 1. School of Communication, The Ohio State University, 154 N. Oval Mall, Columbus, OH 43210, United States;2. Department of Communication & Information, Inha University, 253 Yonghyun-dong, Nam-gu, Incheon 402-751, South Korea;3. Nissan Research Center – Silicon Valley, 1215 Bordeaux Dr, Sunnyvale, CA 94089, United States;4. Department of Communication, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 151-742, South Korea;1. School of Advertising and Public Relations, Hongik University, F410, 2639 Sejong-ro, Jochiwon-eup, Sejong, Republic of Korea;2. School of Advertising and Public Relations, Hongik University, F407, 2639 Sejong-ro, Jochiwon-eup, Sejong, Republic of Korea;3. School of Advertising and Public Relations, Hongik University, F513, 2639 Sejong-ro, Jochiwon-eup, Sejong, Republic of Korea;1. Department of Psychology, University of Bath, UK;2. Psychology, University of Southampton, UK;3. Department of Media and Communication, University of Leicester, UK;1. Marketing Management, Faculty of Business and Law, Northumbria University, City Campus East 1 -243, Newcastle upon Tyne, NE1 8ST, United Kingdom;2. Business and Marketing, The Russian Presidential Academy of National Economy and Public Administration, 82-84, Prospekt Vernadskogo, Moscow, 119571 Russia;1. Mental Health Research and Treatment Center, Ruhr-Universität Bochum, Massenbergstr. 9-13, 44787 Bochum, Germany;2. Department of Social Psychology, Ruhr-Universität Bochum, Universitätsstraße 150, 44801 Bochum, Germany |
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| Abstract: | The present research investigated how individual, interpersonal, and cultural variables influence positive self-presentation in online social networking. In particular, we examined the role of self-consciousness, actual-to-total Friends ratio, and culture in positive self-presentation on Facebook. A cross-sectional survey was conducted with college-age participants in the United States (n = 183) and South Korea (n = 137). Results showed that self-consciousness (public vs. private) and actual-to-total Friends ratio were not significantly associated with positive self-presentation on Facebook; however, culture showed a statistically significant association with positive self-presentation on Facebook, with the U.S. participants engaging in positive self-presentation on Facebook to a greater extent than the South Korean participants. More interestingly, culture significantly moderated the relationship between public self-consciousness and positive self-presentation as well as the relationship between actual-to-total Friends ratio and positive self-presentation. Specifically, positive self-presentation showed a significant positive association with public self-consciousness and a significant negative association with actual-to-total Friends ratio only among the South Korean participants and not among the U.S. participants. Theoretical and practical implications for understanding cross-cultural differences in self-presentation behaviors on social network sites were discussed. |
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| Keywords: | Online social networking Social network sites (SNSs) Positive self-presentation Self-consciousness SNS Friends Culture |
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