Impression management via content-dependent 'liking' on social media Online publication date: Thu, 08-Dec-2016
by Ruoyun Lin; Debora Jeske
International Journal of Web Based Communities (IJWBC), Vol. 12, No. 4, 2016
Abstract: A number of studies have examined the motives behind the use of one-click communication features such as the 'like' button. This study considered how personality might shape how users employ the 'liking' button in order to establish different online impressions, particularly when online posts include both everyday (normal) or risky (controversial) content. Using an online survey, we tested whether self-monitoring, agreeableness, affinity seeking and need for gratification would influence the likelihood with which participants would 'like' posts given the transparent nature of social networks. Results based on an online sample (N = 217) revealed that 'liking' of normal posts was positively predicted by agreeableness and need for gratification. However, only need for gratification positively predicted 'liking' of controversial posts. This indicates that the content of the post as well as the personality characteristics play a role in online one-click interaction, reflecting different means to manage impressions online.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook