Narcissism and social networking Web sites.

The present research examined how narcissism is manifested on a social networking Web site (i.e., Facebook.com). Narcissistic personality self-reports were collected from social networking Web page owners. Then their Web pages were coded for both objective and subjective content features. Finally, strangers viewed the Web pages and rated their impression of the owner on agentic traits, communal traits, and narcissism. Narcissism predicted (a) higher levels of social activity in the online community and (b) more self-promoting content in several aspects of the social networking Web pages. Strangers who viewed the Web pages judged more narcissistic Web page owners to be more narcissistic. Finally, mediational analyses revealed several Web page content features that were influential in raters' narcissistic impressions of the owners, including quantity of social interaction, main photo self-promotion, and main photo attractiveness. Implications of the expression of narcissism in social networking communities are discussed.