How Do Different Self-Presentation Strategies Affect Bridging and Bonding Social Capital on SSNs? An Empirical Study of the WeChat Users in China
- Yang Pan, Zhichao Cheng, Yuan Ni, Yiwen Xu
- Corresponding Author
- Yang Pan
Available Online April 2018.
- https://doi.org/10.2991/mehss-18.2018.24How to use a DOI?
- Self-presentation strategies, social capital, WeChat users.
- 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.
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 -