Self-Affirmation of Narcissists on Social Media : A Study Proposing a New Method of Categorization on Facebook Ads

• This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts. 

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi -- Tillämpad psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology -- Applied Psychology (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Facebook ads

Narcissism

Online marketing

Self-affirmation

Social media

Industriell marknadsföring

Publikations- och innehållstyp

ref (ämneskategori)

kap (ämneskategori)