Proceedings of the 2018 International Conference on Management and Education, Humanities and Social Sciences (MEHSS 2018)

How Do Different Self-Presentation Strategies Affect Bridging and Bonding Social Capital on SSNs? An Empirical Study of the WeChat Users in China

Authors
Yang Pan, Zhichao Cheng, Yuan Ni, Yiwen Xu
Corresponding Author
Yang Pan
Available Online April 2018.
DOI
https://doi.org/10.2991/mehss-18.2018.24How to use a DOI?
Keywords
Self-presentation strategies, social capital, WeChat users.
Abstract
The goal of this study is to examine the relationship between online self-presentation strategies and social capital (bonding and bridging) on social networking sites (SNSs). An online survey was conducted using a WeChat user sample (aged 18-22 years; 202 males, 216 females). The results showed that, the supplication strategy was positively associated only with online bonding social capital; exemplification and ingratiation strategies were positively associated with both two types of online social capital; however, no significant relationship was found between self-promotion strategy and online social capital. Theoretical implications and limitations are discussed.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Yang Pan
AU  - Zhichao Cheng
AU  - Yuan Ni
AU  - Yiwen Xu
PY  - 2018/04
DA  - 2018/04
TI  - How Do Different Self-Presentation Strategies Affect Bridging and Bonding Social Capital on SSNs? An Empirical Study of the WeChat Users in China
BT  - 2018 International Conference on Management and Education, Humanities and Social Sciences (MEHSS 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/mehss-18.2018.24
DO  - https://doi.org/10.2991/mehss-18.2018.24
ID  - Pan2018/04
ER  -