Self-presentation 2.0: narcissism and self-esteem on Facebook

Cyberpsychol Behav Soc Netw. 2010 Aug;13(4):357-64. doi: 10.1089/cyber.2009.0257.


Online social networking sites have revealed an entirely new method of self-presentation. This cyber social tool provides a new site of analysis to examine personality and identity. The current study examines how narcissism and self-esteem are manifested on the social networking Web site . Self-esteem and narcissistic personality self-reports were collected from 100 Facebook users at York University. Participant Web pages were also coded based on self-promotional content features. Correlation analyses revealed that individuals higher in narcissism and lower in self-esteem were related to greater online activity as well as some self-promotional content. Gender differences were found to influence the type of self-promotional content presented by individual Facebook users. Implications and future research directions of narcissism and self-esteem on social networking Web sites are discussed.

MeSH terms

  • Adolescent
  • Adult
  • Female
  • Humans
  • Internet*
  • Male
  • Narcissism*
  • Reference Values
  • Self Concept*
  • Self Psychology*
  • Social Perception*
  • Statistics as Topic
  • Students / psychology
  • Universities
  • Young Adult