Facebook: Impression management and the disparity between online and offline life satisfaction.
The aim of this study was to add to recent research on the social networking site Facebook. This study aimed to investigate whether Facebook users show different online life satisfaction, depending on their level of use of the impression management tactics; self-promotion and ingratiation online. It also aimed to identify whether Facebook users have significantly different online and offline life satisfaction.
The focus was to explore the use of impression management tactics on Facebook in relation to online life satisfaction. The researcher designed an online survey containing 4 adapted scales, which obtained self-reported data from 127 Facebook users in an Irish population. Participants answered questions about their use of the impression management tactics; self-promotion and ingratiation, as these are reported to be particularly influential in this setting. These tactics are also reported to have associations with life satisfaction. Participants also answered questions relating to online life satisfaction and offline life satisfaction. Online and offline life satisfaction were compared as previous research has noted differences between these two settings.
Statistical analysis showed no significant difference in users online life satisfaction depending on their level of use of self-promotion or ingratiation tactics on Facebook. The findings of the present study did however show a significant difference in offline and online life satisfaction, as offline life satisfaction showed a greater average for Facebook users. These findings are important as they highlight the difference in online and offline life, which gives potential for understanding how to become a more engaged and social society.