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03.11.2023

Online communication styles of narcissistic content and low versus high social media engagement: evidence from Instagram

verfasst von: Jana Gross, Renaud Lunardo

Erschienen in: Marketing Letters

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Abstract

Given their need for social recognition, narcissists often engage in activities that are valued on social media. While communicating about such socially rewarding activities on social media—what we refer to as narcissistic content—has become common, little is known about how narcissists communicate and how this communication affects social media engagement. Using the hashtag #workout and a combination of application programming interface and human coders to generate a unique dataset of 1096 Instagram posts, we show that online communication style varies with the degree of narcissism and that such communication deeply shapes audiences’ engagement with narcissistic content. Further, we show that using more hashtags significantly increases low-level engagement, while using more emojis significantly increases high-level engagement when posted by a profile with a higher degree of narcissism. By shedding light on these overlooked aspects, we aim to guide both research and practice toward a more holistic understanding of narcissistic communication and its effects on social media.

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Metadaten
Titel
Online communication styles of narcissistic content and low versus high social media engagement: evidence from Instagram
verfasst von
Jana Gross
Renaud Lunardo
Publikationsdatum
03.11.2023
Verlag
Springer US
Erschienen in
Marketing Letters
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09707-1