Narcissists’ perceived compatibility with social media content: The moderating role of psychological capital

Benjamin K. Wright, Brian D. Webster and Imran Syed
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Benjamin K. Wright: Kogod School of Business, USA
Brian D. Webster: Miller College of Business, USA
Imran Syed: Miller College of Business, USA

Journal of Digital & Social Media Marketing, 2022, vol. 9, issue 4, 318-332

Abstract: This paper examines the responses of narcissists to social media content that conveys narcissistic qualities. Drawing from the literature on person–organisation fit, the study hypothesises that personality congruence between the individual and the content of a social media post will be associated with a favourable perception of the organisation’s image. Moreover, it suggests that narcissists with high levels of psychological capital perceive more favourable images of the organisation. A sample of 445 participants viewed the experimental manipulation and completed measures of narcissism, psychological capital, organisational image and person–organisation fit. Results from the study highlight the importance of understanding the congruence between consumer and organisational characteristics when forming organisational perceptions, and hence the importance of considering both ‘dark’ and ‘positive’ psychological traits simultaneously when examining attitudes and perceptions.

Keywords: social media marketing; digital marketing; narcissism; psychological capital; organisational image (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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