Who puts the best “face” forward on Facebook? Positive self-presentation in online social networking and the role of self-consciousness, actual-to-total friends ratio, and culture.
The present research investigated how individual, interpersonal, and cultural variables influence positive self-presentation in online social networking. In particular, we examined the role of self-consciousness, actual-to-total Friends ratio, and culture in positive self-presentation on Facebook. A cross-sectional survey was conducted with college-age participants in the United States (n =183) and South Korea (n =137). Results showed that self-consciousness (public vs. private) and actual-to-total Friends ratio were not significantly associated with positive self-presentation on Facebook; however, culture showed a statistically significant association with positive self-presentation on Facebook, with the U.S. participants engaging in positive self-presentation on Facebook to a greater extent than the South Korean participants. More interestingly, culture significantly moderated the relationship between public self-consciousness and positive self-presentation as well as the relationship between actual-to-tota
Lee-Won, R. J., Shim, M., Joo, Y. K., & Park, S. G. (2014). Who puts the best ... actual-to-total Friends ratio, and culture in positive self-presentation on Facebook .