The role of narcissism in self-promotion on Instagram

• Published in: Personality and individual differences 2016-10, Vol.101, p.22-25
• Main Authors: Moon, Jang Ho, Lee, Eunji, Lee, Jung-Ah, Choi, Tae Rang, Sung, Yongjun
• Format: Article
• Language: English
• Subjects: Instagram; Narcissism; Self-promoting behavior; Social networking site (SNS)
• ISSN: 0191-8869; 1873-3549
• DOI: 10.1016/j.paid.2016.05.042

Instagram, the rising photo-sharing social networking site, has gained an enormous amount of global popularity. This study examined the relationship between narcissism and Instagram users' self-promoting behavior. A total of 212 active Instagram users in Korea completed an online survey. The results showed that individuals higher in narcissism tended to post selfies and self-presented photos, update their profile picture more often, and spend more time on Instagram, as compared to their counterparts. They also rated their Instagram profile pictures as more physically attractive. Additionally, the results showed that Grandiose Exhibitionism positively predicted and Leadership/Authority negatively predicted the frequency of selfie postings and profile picture updates, as well as profile picture evaluations. However, Entitlement/Exploitativeness exhibited no effect on any of the self-promotion behaviors on Instagram. •Instagram users higher in narcissism tend to•Post more selfies and self-presented photos•Update their profile picture more often and spend more time•Rate their profile pictures as more physically attractive•GE is a positive and LA is a negative predictor of self-promotion behaviors