Online impression management: Personality traits and concern for secondary goals as predictors of self-presentation tactics on Facebook

by Jenny Rosenberg

Institution: Kent State University
Department: College of Communication and Information / School of Communication Studies
Degree: MA
Year: 2009
Keywords: Communication; Psychology; Social Psychology; self-presentation; impression management; Facebook; self-monitoring; Machiavellianism; affinity-seeking; social networking; self-presentation tactics
Record ID: 1862440
Full text PDF: http://rave.ohiolink.edu/etdc/view?acc_num=kent1259197291


This study investigated personality traits and secondary goals as predictors of self-presentation tactics used by Facebook users. Specifically, self-monitoring, Machiavellianism, and affinity-seeking were examined in relation to communicative adaptability. Further, the relationship between communicative adaptability and a Facebook user's concern for secondary goals was explored. Finally, this study examined secondary goals as predictors of self-presentation tactics used on Facebook, including manipulation, damage control, self-promotion, and role-model. A conceptual model of self-presentation tactics on Facebook was proposed and tested in this study. Results indicate that, with the exception of communicative adaptability, the conceptual model was supported. Findings show that personality traits predicted communicative adaptability, which did not predict Facebook users' (N = 487) concerns for secondary goals. Finally, secondary goals predicted self-presentations tactics used on Facebook. Additional findings indicate a positive relationship between self-monitoring and communicative adaptability and affinity-seeking and communicative adaptability. A negative relationship was found between Machiavellianism and communicative adaptability.