Effects of Self-Presentation Strategy and Tie Strength on Facebook Users’ Happiness and Subjective Vitality

Wonseok Eric Jang, Jung Won Chun (), Jihoon Jay Kim and Erik Bucy
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Wonseok Eric Jang: Sungkyunkwan University
Jung Won Chun: Sejong University
Jihoon Jay Kim: University of Alabama
Erik Bucy: Texas Tech University

Journal of Happiness Studies, 2021, vol. 22, issue 7, No 6, 2979 pages

Abstract: Abstract The current study examines how strategic versus true self-presentation strategies affect Facebook (FB) users’ subjective well-being (SWB) depending on their tie strength with existing FB friends. Results of a two-experiment study of FB users aged 18 to 67 demonstrate that users report greater happiness (Experiment 1) and higher degrees of subjective vitality (Experiment 2) when adopting a strategic self-presentation style to post content on FB, rather than a true self-presentation style, while imagining weak tie friends as the target audience. When targeting weak tie friends, strategic self-presentation helps FB users fulfill relationship maintenance goals, which in turn enhances SWB. When imagining posts to strong tie friends, both strategic and true self-presentation strategies had similar effects on FB users’ SWB.

Keywords: Facebook; Self-presentation; Tie strength; Subjective well-being (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s10902-020-00348-z

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