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

Author

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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)

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.

Suggested Citation

  • Wonseok Eric Jang & Jung Won Chun & Jihoon Jay Kim & Erik Bucy, 2021. "Effects of Self-Presentation Strategy and Tie Strength on Facebook Users’ Happiness and Subjective Vitality," Journal of Happiness Studies, Springer, vol. 22(7), pages 2961-2979, October.
    • Handle: RePEc:spr:jhappi:v:22:y:2021:i:7:d:10.1007_s10902-020-00348-z
    DOI: 10.1007/s10902-020-00348-z
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    References listed on IDEAS

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    1. Efstratia Arampatzi & Martijn J. Burger & Natallia Novik, 2018. "Social Network Sites, Individual Social Capital and Happiness," Journal of Happiness Studies, Springer, vol. 19(1), pages 99-122, January.
    2. Amit Bhattacharjee & Cassie Mogilner, 2014. "Happiness from Ordinary and Extraordinary Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 1-17.
    3. Keith Wilcox & Andrew T. Stephen, 2013. "Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 90-103.
    4. Sibylle Puntscher & Christoph Hauser & Janette Walde & Gottfried Tappeiner, 2015. "The Impact of Social Capital on Subjective Well-Being: A Regional Perspective," Journal of Happiness Studies, Springer, vol. 16(5), pages 1231-1246, October.
    5. Helen Cheng & Adrian Furnham, 2004. "Perceived Parental Rearing Style, Self-Esteem and Self-Criticism as Predictors of Happiness," Journal of Happiness Studies, Springer, vol. 5(1), pages 1-21, March.
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    Cited by:

    1. Ting Nie & Yanli Gui & Yiying Huang, 2024. "Online sharing behaviors driven by need for approval: the choice of individuals with low social intelligence and high gratitude?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    2. Shutaleva, Anna V. & Novgorodtseva , Anastasia N. & Ryapalova, Oksana S., 2022. "Self-presentation in Instagram: promotion of a personal brand in social networks," Economic Consultant, Roman I. Ostapenko, vol. 37(1), pages 27-40.

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