To enhance the understanding of consumer engagement with brand content on social media, this study examines how pronoun choices affect different types of consumer engagement (e.g., likes, comments, ...shares) by simultaneously exploring five different pronoun types (first‐person singular, first‐person plural, second person, third‐person singular, and third‐person plural). Furthermore, this study explores how the effects of these linguistic (pronoun) choices vary across two brand classifications: characteristics (hedonic vs. utilitarian) and offerings (goods vs. services). The proposed multivariate Poisson regression model, analyzing 15,788 unique brand posts from Facebook over an 8‐month period, reveals differences in engagement due to pronoun usage across brand classifications. These results offer a deeper understanding of how the way brands talk to consumers on social media platforms influences consumers' attitudes (likes), propensity to engage with the brand (comments), and willingness to share branded content with their social networks (shares) across different brand classifications.
Multiracial individuals commonly experience instances of identity denial, in which their racial identities are questioned, invalidated and/or rejected by others. The present research examined ...majority-minority Multiracials' forecasted and actual responses to identity denial experiences, specifically investigating whether the race of the denied identity (White vs racial minority) and race of the identity denial perpetrator (White vs racial minority) differentially impact the experience of identity denial. In Study 1, participants (N = 247) who imagined having their racial minority (vs White) identity denied forecasted stronger negative affective responses and likelihood of identity reassertion, irrespective of the racial identity of the denial perpetrator. Study 2 found participants (N = 85) whose racial minority identity was experimentally denied reported stronger active negative affect (e.g., anger) and were more likely to reassert their identity. Additionally, Study 2 examined three racial identity-specific processes – self-presentation, self-perception and self-identification – impacted by identity denial experiences. Multiracials whose racial minority identity was denied by a White perpetrator perceived their own racial identity, presented their racial identity to others and shifted their racial self-identification in alignment with their racially minoritized identity. The opposite pattern occurred among Multiracial individuals whose racial minority identity was denied by a racial minority perpetrator. The findings imply the specific components of an identity denial experience (race of denied identity and race of denial perpetrator) are important for predicting how Multiracials experience and respond to instances of identity denial.
•Multiracials' racial identities are frequently invalidated and/or rejected.•The race of denied identity differentially impacts responses to denial experiences.•Race of denial perpetrator differentially impacts responses to denial experiences.•Experiencing identity denial alters how Multiracials' conceptualize their own race.
Applicant use of impression management (IM) tactics plays a central role in employment interviews. IM includes behaviors intended to create an impression of competence and likability, and avoid ...negative impressions. Applicants can influence interviewers’ impressions using both honest and deceptive IM, but measurement of IM has yet to distinguish these two constructs. The goal of the present research was to develop a self‐report Honest Interview Impression Management (HIIM) measure and use this to investigate differential antecedents and consequences of honest and deceptive IM. We report the results of five independent studies (total N = 1,470 interviewees). Studies 1–3 detail the creation of a self‐report measure of honest IM. Studies 4 and 5 utilize this measure to understand the relations between honest and deceptive IM, and their antecedents and consequences. Results demonstrate that honest and deceptive IM are positively related but distinct constructs that have unique antecedents (i.e., age, individual differences, attitudes, situational, and target characteristics) and differentially impact interview outcomes and ratings. Finally, we present a short measure of honest and deceptive IM to be used for time‐sensitive data collection.
This study explores teenage girls' narrations of the relationship between self-presentation and peer comparison on social media in the context of beauty. Social media provide new platforms that ...manifest media and peer influences on teenage girls' understanding of beauty towards an idealized notion. Through 24 in-depth interviews, this study examines secondary school girls' self-presentation and peer comparison behaviors on social network sites where the girls posted self-portrait photographs or “selfies” and collected peer feedback in the forms of “likes,” “followers,” and comments. Results of thematic analysis reveal a gap between teenage girls' self-beliefs and perceived peer standards of beauty. Feelings of low self-esteem and insecurity underpinned their efforts in edited self-presentation and quest for peer recognition. Peers played multiple roles that included imaginary audiences, judges, vicarious learning sources, and comparison targets in shaping teenage girls' perceptions and presentation of beauty. Findings from this study reveal the struggles that teenage girls face today and provide insights for future investigations and interventions pertinent to teenage girls’ presentation and evaluation of self on social media.
•This study examines teenage girls' self-presentation and peer comparison on SNSs.•Teenage girls conform to peer norms when presenting and making sense of beauty.•Edited self-presentation on SNSs is a means of seeking peer recognition.•Peer comparison is considered unhealthy but unavoidable.•Likes and followers are important measures of peer attention and validation.
Social media users are routinely counseled to cultivate their online personae with acumen and diligence. But universal prescriptions for impression management may prove for vexing for college ...students, who confront oft-conflicting codes of normative self-presentation in digital contexts. Against this backdrop, our research sought to examine the online self-presentation activities of emerging adults (18–24) across an expansive social media ecology that included Facebook, Instagram, LinkedIn, Snapchat, and Twitter. Drawing upon in-depth interviews with 28 Fcollege-aged youth, we highlight how the imagined surveillance of various social actors steered their self-presentation practices in patterned ways. After exploring three distinct responses to imagined surveillance—including the use of privacy settings, self-monitoring, and pseudonymous accounts (including “Finstas,” or fake + Instagram)—we consider the wider implications of a cultural moment wherein users are socialized to anticipate the incessant monitoring of social institutions: family, educators, and above all, (future) employers.
While online spaces and communities were once seen to transcend geography, the ubiquity of location-aware mobile devices means that today’s online interactions are deeply intertwined with offline ...places and relationships. Systems such as online dating applications for meeting nearby others provide novel social opportunities, but can also complicate interaction by aggregating or “co-situating” diverse sets of individuals. Often this aggregation occurs across traditional spatial or community boundaries that serve as cues for self-presentation and impression formation. This paper explores these issues through an interview study of Grindr users. Grindr is a location-aware real-time dating application for men who have sex with men. We argue that co-situation affects how and whether Grindr users and their behavior are visible to others, collapses or erases contextual cues about normative behavior, and introduces tensions in users’ self-presentation in terms of their identifiability and the cues their profile contains relative to their behavior.
Objective
The present research profiled antisocial personality constructs in relation to tactical self‐presentation behaviors and various beliefs associated with such tactical behavior.
Method
An ...MTurk sample (N = 524; Mage = 37.89; 61% female) completed indices of the Dark Triad (DT; narcissism, Machiavellianism, psychopathy) and self‐reported their use of various self‐presentation tactics, their beliefs about the subjective logic for executing the tactics (which encompassed ratings of the tactics’ utility, ease of execution, and normativity), and the potential for each tactic to arouse self‐recrimination.
Results
Results revealed high convergence between the DT constructs on a relatively malignant approach to self‐presentation. DT constructs related to enhanced usage, enhanced subjective logic, and reduced self‐recrimination ratings for all the tactics, except pro‐social ones (exemplification and apologizing). Nonetheless, results also revealed some notable anticipated instances of nonconvergences between the DT constructs and tactic usage.
Conclusions
The findings highlight that DT constructs function rather similarly at the level of self‐presentation and suggest value in considering the DT constructs as indicative of strategic, subjectively logical image cultivation and defense behavior.
We examined whether people’s trait increases when asked to impress others with that trait. Participants (N=422) reported their extraversion/introversion and social desirability of extraversion and ...introversion. After 7 to 10 days, we asked them to write a self-introduction that gave either an extraverted or introverted impression, depending on their condition. Their extraversion/introversion was measured before the self-introduction. Results indicated that (1) only extraversion was rated desirable, (2) a trait to be presented increased in both conditions, and (3) there was a greater effect on extraversion, suggesting that internalization of self-presentation occurred even without self-presentation, especially for socially desirable traits.
This study theorizes and tests the effects of consumers' personality and social traits on preferences for brand prominence, and it explores the mediating effects of gender and culture. It focuses on ...how consumers' need for uniqueness and self-monitoring affects their choices between luxury brands that shout (are loud) versus those that whisper (are discreet), that is, the degree of brand prominence. This study uses a quantitative methodology to study 215 young consumers from Finland, Italy, and France. The findings show that most consumers in the sample were connoisseur consumers who prefer luxury brands that whisper. Social norms affect luxury brand choices; the Finns were found to prefer discreet visible markings on products more than the French and the Italians did. Finally, more men than women were found to link luxury brands to self-expression and self-presentation; this has marketing implications in terms of segmentation and brand management.
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