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

We examined possible predictors of positive self-presentation (PSP) on Facebook.Data were collected from college-age Facebook users in the U.S. and South Korea.U.S. Facebook users engaged in PSP to a greater extent than South Korean users.Culture moderated the relationship between public self-consciousness and PSP.Culture moderated the relationship between actual-to-total Friends ratio and PSP. 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.

[1]  D. R. Lehman,et al.  Beyond Self-Presentation: Evidence for Self-Criticism among Japanese , 2000 .

[2]  Roy F. Baumeister,et al.  Cognitive processes during deliberate self-presentation: How self-presenters alter and misinterpret the behavior of their interaction partners , 1989 .

[3]  Michael A. Stefanone,et al.  STRATEGIC IMAGE MANAGEMENT ONLINE , 2013 .

[4]  Andrew F. Hayes,et al.  Cautions Regarding the Interpretation of Regression Coefficients and Hypothesis Tests in Linear Models with Interactions , 2012 .

[5]  Arnold H. Buss,et al.  Self-consciousness, self-report of aggressiveness, and aggression , 1978 .

[6]  H. Markus,et al.  Individual and collective processes in the construction of the self: self-enhancement in the United States and self-criticism in Japan. , 1997, Journal of personality and social psychology.

[7]  M. Scheier,et al.  Public and private self-consciousness: Assessment and theory. , 1975 .

[8]  Erin M. Schumaker,et al.  The Effects of Verbal Versus Photographic Self‐Presentation on Impression Formation in Facebook , 2012 .

[9]  Shinobu Kitayama,et al.  Is Perceived Emotional Support Beneficial? Well-Being and Health in Independent and Interdependent Cultures , 2008, Personality & social psychology bulletin.

[10]  Jonathan S. Gore,et al.  The relational-interdependent self-construal, self-concept consistency, and well-being. , 2003, Journal of personality and social psychology.

[11]  J. Henrich,et al.  Mirrors in the Head: Cultural Variation in Objective Self-Awareness , 2008, Personality & social psychology bulletin.

[12]  Amy Gonzales,et al.  The Intensifying Effect Of Computer-Mediated Communication On Identity Shift: Perceptions Of Audience Size, Acquaintanceship And Selfpresentation Certainty As Indicators Of Self-Concept Change , 2010 .

[13]  H. Markus,et al.  Culture and the self: Implications for cognition, emotion, and motivation. , 1991 .

[14]  Sang-Hee Park,et al.  Photograph Use on Social Network Sites among South Korean College Students: The Role of Public and Private Self-Consciousness , 2008, Cyberpsychology Behav. Soc. Netw..

[15]  Yoojung Kim,et al.  Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students , 2011, Comput. Hum. Behav..

[16]  Leonard Reinecke,et al.  Authenticity and well-being on social network sites: A two-wave longitudinal study on the effects of online authenticity and the positivity bias in SNS communication , 2014, Comput. Hum. Behav..

[17]  Matthew J. Easterbrook,et al.  Culture and the distinctiveness motive: constructing identity in individualistic and collectivistic contexts. , 2012, Journal of personality and social psychology.

[18]  Jason Martin,et al.  Identity construction on Facebook: Digital empowerment in anchored relationships , 2008, Comput. Hum. Behav..

[19]  B. R. Schlenker,et al.  Self‐Consciousness and Strategic Self‐Presentation , 1991 .

[20]  Jessica Vitak.  The Impact of Context Collapse and Privacy on Social Network Site Disclosures , 2012 .

[21]  D. R. Lehman,et al.  Is there a universal need for positive self-regard? , 1999, Psychological review.

[22]  Asimina Vasalou,et al.  Cultural differences, experience with social networks and the nature of "true commitment" in Facebook , 2010, Int. J. Hum. Comput. Stud..

[23]  Dan Cosley,et al.  Managing Impressions and Relationships on Facebook , 2013 .

[24]  Natalya N. Bazarova,et al.  Self‐Disclosure in Social Media: Extending the Functional Approach to Disclosure Motivations and Characteristics on Social Network Sites , 2014 .

[25]  Paul A. Kirschner,et al.  Facebook® and academic performance , 2010, Comput. Hum. Behav..

[26]  Mark Muraven,et al.  When modesty prevails: Differential favorability of self-presentation to friends and strangers. , 1995 .

[27]  Malcolm R. Parks,et al.  Making Friends in Cyberspace , 1996, J. Comput. Mediat. Commun..

[28]  Jiangqun Liao,et al.  Who Uses Groups to Transcend the Limits of the Individual Self? Exploring the Effects of Interdependent Self-Construal and Mortality Salience on Investment in Social Groups , 2013 .

[29]  Shinobu Kitayama,et al.  Culture and basic psychological processes--toward a system view of culture: comment on Oyserman et al. (2002). , 2002, Psychological bulletin.

[30]  William B. Gudykunst.  Cultural Variability in Communication , 1997 .

[31]  Hee Sun Park,et al.  Cultural Differences in the Role of Perceived Descriptive Norms in Behavioral Intentions , 2014 .

[32]  Jin-Young Park,et al.  Gene–Culture Interaction , 2011 .

[33]  Kazuya Hara,et al.  Computer-Mediated Relationship Development: A Cross-Cultural Comparison , 2005, J. Comput. Mediat. Commun..

[34]  Tsukasa Nishida,et al.  Cultural Differences in Self-Consciousness and Self-Monitoring , 1987 .

[35]  M. Bond,et al.  The Confucius connection: From cultural roots to economic growth , 1988 .

[36]  Angela Ka-yee Leung,et al.  Putting Their Best Foot Forward: Emotional Disclosure on Facebook , 2012, Cyberpsychology Behav. Soc. Netw..

[37]  David A. Ralston,et al.  Eastern values : a comparison of managers in the United States, Hong Kong, and the People's Republic of China , 1992 .

[38]  S. Ungar,et al.  The Effects of the Certainty of Self-Perceptions on Self-Presentation Behaviors: A Test of the Strength of Self-Enhancement Motives , 1980 .

[39]  M. Cha,et al.  Cross-Cultural Comparison of Nonverbal Cues in Emoticons on Twitter: Evidence from Big Data Analysis , 2014 .

[40]  Charles S. Carver,et al.  The Self-Consciousness Scale: A revised version for use with general populations. , 1985 .

[41]  G. Hofstede,et al.  Culture′s Consequences: International Differences in Work-Related Values , 1980 .

[42]  Heejung S. Kim,et al.  Express Your Social Self: Cultural Differences in Choice of Brand-Name Versus Generic Products , 2009, Personality & social psychology bulletin.

[43]  Hee Sun Park,et al.  Why Koreans Are More Likely to Favor “Apology,” While Americans Are More Likely to Favor “Thank You” , 2011 .

[44]  B. Hogan.  The Presentation of Self in the Age of Social Media: Distinguishing Performances and Exhibitions Online , 2010 .

[45]  G. Hofstede,et al.  Cultures and Organizations: Software of the Mind , 1991 .

[46]  Brandon Van Der Heide,et al.  Too Much of a Good Thing? The Relationship Between Number of Friends and Interpersonal Impressions on Facebook , 2008, J. Comput. Mediat. Commun..

[47]  Hui-Tzu Grace Chou,et al.  "They Are Happier and Having Better Lives than I Am": The Impact of Using Facebook on Perceptions of Others' Lives , 2012, Cyberpsychology Behav. Soc. Netw..

[48]  Danah Boyd,et al.  Social Network Sites: Definition, History, and Scholarship , 2007, J. Comput. Mediat. Commun..

[49]  Chen Zhao,et al.  Cultural differences on visual self-presentation through social networking site profile images , 2011, CHI.

[50]  Mustafa Koc,et al.  Facebook Addiction Among Turkish College Students: The Role of Psychological Health, Demographic, and Usage Characteristics , 2013, Cyberpsychology Behav. Soc. Netw..

[51]  Simon S. K. Lam,et al.  Participative Decision Making and Employee Performance in Different Cultures: The Moderating Effects of Allocentrism/Idiocentrism and Efficacy , 2002 .

[52]  M. Alicke,et al.  Self-enhancement and self-protection: What they are and what they do , 2009 .

[53]  Craig Ross,et al.  Personality and motivations associated with Facebook use , 2009, Comput. Hum. Behav..

[54]  Elizabeth W. Dunn,et al.  Misunderstanding the affective consequences of everyday social interactions: the hidden benefits of putting one's best face forward. , 2007, Journal of personality and social psychology.

[55]  Dan Costin,et al.  The Relationship Between Facebook and the Well-Being of Undergraduate College Students , 2011, Cyberpsychology Behav. Soc. Netw..

[56]  Malcolm R. Parks.  Boundary Conditions for the Application of Three Theories of Computer-Mediated Communication to MySpace , 2011 .

[57]  R. Lennox,et al.  Getting along and getting ahead: Empirical support for a theory of protective and acquisitive self-presentation. , 1986 .

[58]  Zizi Papacharissi,et al.  Cross‐cultural differences in online self‐presentation: A content analysis of personal Korean and US home pages , 2003 .

[59]  Teresa Correa,et al.  The Participation Divide Among "Online Experts": Experience, Skills and Psychological Factors as Predictors of College Students' Web Content Creation , 2010, J. Comput. Mediat. Commun..

[60]  B. R. Schlenker,et al.  Self-presentation: managing the impression of consistency when reality interferes with self-enhancement. , 1975, Journal of personality and social psychology.

[61]  M. Leary,et al.  Personality and persona: personality processes in self-presentation. , 2011, Journal of personality.

[62]  N. Sriram,et al.  Self-Enhancement, Generality of Self-Evaluation, and Affectivity in Israel and Singapore , 1997 .

[63]  M. Banaji,et al.  Is Self-Esteem a Central Ingredient of the Self-Concept? , 1988, Personality & social psychology bulletin.

[64]  Erica G. Hepper,et al.  Self-Enhancement and Self-Protection Strategies in China , 2013 .

[65]  William B. Gudykunst,et al.  The Influence of Cultural Individualism-Collectivism, Self Construals, and Individual Values on Communication Styles Across Cultures , 1996 .

[66]  Oliver Günther,et al.  Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture , 2012, WI 2012.

[67]  Danah Boyd,et al.  I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience , 2011, New Media Soc..

[68]  Minas Michikyan,et al.  Can you tell who I am? Neuroticism, extraversion, and online self-presentation among young adults , 2014, Comput. Hum. Behav..

[69]  Ethan Kross,et al.  The Impact of Culture on Adaptive Versus Maladaptive Self-Reflection , 2010, Psychological science.

[70]  J. Santrock,et al.  Adolescence: An Introduction , 1984 .

[71]  William B. Gudykunst,et al.  Culture and interpersonal communication , 1988 .

[72]  Hung-Lian Tang,et al.  Relationships among personality traits, Facebook usages, and leisure activities - A case of Taiwanese college students , 2014, Comput. Hum. Behav..

[73]  Larry A. Hjelle,et al.  Private Self-Consciousness and the Retest Reliability of Self-Reports , 1994 .

[74]  Gwendolyn Seidman.  Self-presentation and belonging on Facebook: How personality influences social media use and motivations , 2013 .

[75]  Kyung-Hee Kim,et al.  Cying for Me, Cying for Us: Relational Dialectics in a Korean Social Network Site , 2007, J. Comput. Mediat. Commun..

[76]  E. Goffman.  The Presentation of Self in Everyday Life , 1959 .

[77]  C. Sedikides,et al.  Self-Enhancement: Food for Thought , 2008, Perspectives on psychological science : a journal of the Association for Psychological Science.

[78]  Joseph B. Walther,et al.  Selective self-presentation in computer-mediated communication: Hyperpersonal dimensions of technology, language, and cognition , 2007, Comput. Hum. Behav..

[79]  W. Pearce,et al.  Self-disclosing communication. , 1973, The Journal of communication.

[80]  Cliff Lampe,et al.  Privacy in Interaction: Exploring Disclosure and Social Capital in Facebook , 2012, ICWSM.

[81]  Katelyn Y. A. McKenna,et al.  Can you see the real me? Activation and expression of the "true self" on the Internet. , 2002 .

[82]  Robert M. Arkin,et al.  15 – Self-Presentation Styles , 1981 .

[83]  Junghyun Kim,et al.  The Facebook Paths to Happiness: Effects of the Number of Facebook Friends and Self-Presentation on Subjective Well-Being , 2011, Cyberpsychology Behav. Soc. Netw..

[84]  Elizabeth W. Dunn,et al.  Your Best Self Helps Reveal Your True Self , 2012 .

[85]  R. Nisbett,et al.  Situational Salience and Cultural Differences in the Correspondence Bias and Actor-Observer Bias , 1998 .

[86]  Harry C. Triandis,et al.  When does group norm or group identity predict cooperation in a public goods dilemma? The moderating effects of idiocentrism and allocentrism ☆ , 2007 .

[87]  A. Hayes.  Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach , 2013 .

[88]  H. Triandis.  The Self and Social Behavior in Differing Cultural Contexts , 1989 .

[89]  S. Gosling,et al.  A very brief measure of the Big-Five personality domains , 2003 .

[90]  D. R. Lehman,et al.  Personality and Social Psychology Bulletin Heine, Lehman / Culture and Self-satisfaction Culture, Self-discrepancies, and Self-satisfaction , 2022 .

[91]  D. Hirshleifer,et al.  A Cross-Cultural Study of Reference Point Adaptation: Evidence from China, Korea, and the US , 2007 .

[92]  Michael A. Stefanone,et al.  Strategic self-presentation online: A cross-cultural study , 2013, Comput. Hum. Behav..

[93]  T. Singelis,et al.  The Measurement of Independent and Interdependent Self-Construals , 1994 .

[94]  Sandra Carpenter,et al.  Allocentrism and Idiocentrism as Predictors of In-Group Perceptions: An Individual Difference Extension of Cultural Patterns , 2000 .