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Bavenpoit, S.W., Beigman, S.N., Beigman, }.Z., & Feaiiington, N.E. (2u14). Twittei veisus Facebook:
Exploiing the iole of naicissism in the motives anu usage of uiffeient social meuia platfoims.
"'()*+,-. 01 2*(31 4,5360'-, S2, 212-22u. Publisheu by Elseviei (ISSN: u747-S6S2).
http:ux.uoi.oig1u.1u16j.chb.2u1S.12.u11 veision of iecoiu available fiom: www.elseviei.com






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Shaun W. Bavenpoit, Shawn N. Beigman, }acqueline Z. Beigman, anu Natthew E.
Feaiington





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The amount of ieseaich on social netwoiking sites (SNS) anu naicissism is
accumulating quickly iequiiing gieatei levels of vaiiable specification anu moie
fine-tuneu hypothesis testing to cleaily ueteimine the ielationships among key
vaiiables. The cuiient investigation examines two of the most populai SNS,
Facebook anu Twittei, foimulating hypotheses aiounu the specific featuies of each
site within college anu auult samples. 0nlike pievious ieseaich that has focuseu
almost exclusively on SNS usage, we focuseu on active usage (i.e., SNS content
geneiation) as opposeu to passive usage (i.e., SNS consumption) anu incluueu
ieasons foi usage as a potential black box in the naicissism to SNS usage
ielationship. Results suggest that the featuies of Twittei make tweeting the
piefeiieu means of active usage among naicissists in the college sample, but not the
auult sample, who piefei Facebook. In fact, we founu no significant uiiect oi inuiiect
ielationship with active usage on Facebook foi the college sample, calling into
question populai piess aiticles linking Nillennial naicissism with Facebook use.
Auuitionally platfoim uiffeiences (i.e., micioblogging veisus piofile-baseu) may
explain the impoitance of active usage on Twittei ielative to Facebook. That is, with
Twittei, naicissistic motives foi usage all manifest thiough tweeting while Facebook
pioviues othei mechanisms to achieve naicissistic motives.


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In iecent yeais, the populai piess has auvanceu the notion that social netwoiking
sites (SNS) anu naicissism aie tightly linkeu (}ayson, 2uu9 anu 0'Bell, 2u1u).
Bowevei, the ieseaich examining the ielationship between naicissism anu social
netwoiking has yielueu mouest anu somewhat inconsistent finuings (e.g., Beigman
et al., 2u11, Caipentei, 2u12 anu Naukaini anu Bofmann, 2u12). This line of
ieseaich has lookeu at a numbei of uiffeient SNS with a vaiiety of uiffeient
populations (teenageis, college stuuents, young auults, etc.), anu these uiffeiences
may account foi some of the vaiiance in the finuings. Thus, iecent ieseaich has
taken a moie uefinitive appioach to investigating social netwoiking behavioi by
making hypotheses specific to uiffeient social meuia platfoims (Chen, 2u11 anu
Panek et al., 2u1S). Consistent with this appioach, the cuiient stuuy sought to
examine the potential uiffeiential ielationships between naicissism anu two highly
populai, but uiffeient, SNS, Facebook anu Twittei, within the context of two laige
anu uiveise samples. Fuithei, unlike pievious ieseaich that has focuseu almost
exclusively on SNS usage, we examineu ieasons foi usage as a potential black box in
the naicissism to SNS usage ielationship.

Cuiiently, the two most populai SNS in the 0niteu States aie Facebook anu Twittei
(eBizNBA, 2u1S). It is estimateu that Facebook has 7Su million visitois pei month,
while Twittei has 2Su million visitois pei month (eBizNBA, 2u1S). The usage
statistics inuicate giowing populaiity foi both Twittei anu Facebook, with Twittei
giowing significantly fastei than Facebook (BCS, 2u1S). Twittei's iecent suige
makes it incieasingly ielevant in the uiscussion of naicissism. Auuitionally, Twittei
has ceitain inheient chaiacteiistics that might make it moie conuucive to
naicissistic motives anu behaviois than othei populai SNS, such as Facebook.


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In this stuuy, the teim naicissism is useu in iefeience to subclinical naicissism, a
peisonality tiait that has been uemonstiateu to exist at vaiying levels within the
noimal population (e.g., Emmons, 1984, Rhouewalt anu Noif, 199S anu Watson et
al., 1984). Subclinical naicissism manifests in attituues, beliefs, anu behaviois that
aie similai to clinical naicissism, but to a lessei magnituue oi intensity. Subclinical
naicissists (heieaftei iefeiieu to as "naicissists") believe themselves to be supeiioi,
unique oi special anu theiefoie exhibit entitleu behaviois anu beliefs, such as
uemanuing special tieatment. This is consistent with theii geneially elevateu self-
esteem anu self-concept. Iionically, this highei-than-aveiage self-esteem is unstable
anu must be maintaineu via outsiue souices (Campbell et al., 2uu2 anu Noif anu
Rhouewalt, 2uu1). Although naicissists seek affiimation anu piaise fiom otheis,
they aie incapable of iecipiocating uue to a lack of empathic unueistanuing
(Ameiican Psychiatiic Association, 2u1S anu Nillon, 1996) anu, in contiast, tenu to
exploit anu use otheis, making ueep, long-teim ielationships unlikely. To achieve
these enus anu effectively piotect theii inflateu but fiagile egos, naicissists engage
in a host of behavioial stiategies incluuing exhibitionism anu attention-seeking
behavioi (Buss & Chiouo, 1991) anu uominance anu competitiveness in social
situations (Emmons, 1984 anu Raskin anu Teiiy, 1988).


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A key issue plaguing cuiient ieseaich on SNS is a lack of specification iegaiuing the
type of sites incluueu unuei the umbiella of "social netwoiking" anu assumptions
that vaiiables such as peisonality have consistent effects acioss social meuia
platfoims. Such piactices hinuei effoits to ieplicate finuings anu make theoiy
builuing uifficult. Although we applauu iecent effoits to be moie uelibeiate anu
intentional in builuing hypotheses aiounu the affoiuances of specific SNS (e.g.,
Bughes et al., 2u12, Panek et al., 2u1S anu Wilson et al., 2u12), the oveiieliance on
stanuaiu SNS "usage" vaiiables also iepiesents an oveisimplification that shoulu be
auuiesseu.

SNS usage has been opeiationalizeu in a numbei of uiffeient ways (e.g., time spent
on the site, status upuates, numbei of connections), which coulu help to explain the
inconsistent finuings with iespect to peisonality anu SNS usage. It may be moie
useful to cleaily uelineate usage as "active usage" oi "passive usage". Active usage
iefeis to engaging with the platfoim as a cieatoi of content (e.g., status upuates,
tweets, pictuie posts, likes, comments, etc.). Passive usage iefeis to engaging with
the platfoim solely as a consumei of content (e.g., ieauing posts oi tweets, viewing
pictuies, etc.). Bioau measuies of usage, such as "time spent" on the platfoim,
confounu these two types of usage. This becomes paiticulaily ielevant with iespect
to naicissism, as naicissists woulu be expecteu to engage in moie active than
passive usage uue to theii stiong neeu to maintain theii inflateu egos anu gainei
attention fiom otheis. This may explain pievious finuings of weak oi nonsignificant
ielationships between naicissism anu bioau measuies of SNS usage.

Passive oi active usage vaiiables, howevei, aie insufficient in answeiing the
questions of why inuiviuuals engage oi uo not engage in specific behaviois, anu,
moie specifically, may not uiffeientiate between those high in naicissism anu those
low in naicissism ( Beigman et al., 2u11). Foi example, some useis may upuate theii
status in oiuei to check in with fiienus, while othei useis may upuate theii status in
oiuei to biag oi self-piomote. Reasons foi SNS usage may play an even gieatei iole
when they aie matcheu with SNS that have specific affoiuances that fit with a usei's
uesiieu enu state. Within this context, the cuiient stuuy examines the two most
populai SNS, ueveloping hypotheses aiounu how the featuies of each site might
facilitate oi hinuei naicissistic motives.





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Facebook is consiueieu the piototypical SNS (e.g., Beigman et al., 2u11 anu Wilson
et al., 2u12). Facebook has a numbei of featuies available to useis incluuing fiienu
iequests, "tagging" otheis, posting comments, posting pictuies, anu cieating status
upuates (Tong, van Bei Beiue, Langwell, & Walthei, 2uu8) with most featuies
facilitating inteiaction between a usei anu his oi hei community of fiienus. The size
of one's fiienu netwoik is somewhat unuei the contiol of a usei as he oi she can
senu fiienu iequests to useis, anu choose to accept (oi not) fiienu iequests. While
useis can accept oi ueny a iequest fiom anothei usei, the fiienu iequest piocess in
Facebook is a iecipiocal one, wheie if a usei accepts a iequest to join anothei's
netwoik, that usei automatically joins the iequestei's netwoik.

Pievious ieseaich has ioutinely hypothesizeu anu founu a positive ielationship
between numbei of fiienus anu naicissism (Beigman et al., 2u11, Caipentei, 2u12
anu 0ng et al., 2u11), with the iationale that having laige numbeis of fiienus woulu
be attiactive to naicissists as a measuie of impoitance oi populaiity. Auuitionally,
Facebook allows each usei to post theii own "status," a peisonal statement upuating
theii fiienus on theii activities oi wheieabouts. Although seveial stuuies have
incluueu a "status upuates" vaiiable, finuings with iespect to naicissism have been
inconsistent (Beigman et al., 2u11, NcKinney et al., 2u12, 0ng et al., 2u11 anu Panek
et al., 2u1S) anu few have uiiectly assesseu the ieason foi useis fiequency of active
usage such as status upuates.


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0nlike Facebook, few empiiical investigations have been conuucteu using Twittei
(e.g., Chen, 2u11; Bughes et al., 2u12; NcKinney et al., 2u12 anu Panek et al., 2u1S).
Twittei is a micioblogging SNS that, at its coie, is uiffeient fiom piofile SNS like
Facebook, because useis uo not builu a full piofile on Twittei. Although
"conveisations" can occui using Twittei, the meuium is uesigneu foi one-way
inteiactions wheie useis "tweet" infoimation to theii contacts (i.e., post a message
to Twittei that contains a maximum of 14u chaiacteis). These contacts aie labeleu
as "followeis" in Twittei iathei than the moie egalitaiian label of "fiienus" in
Facebook. The piocess by which useis gain followeis is uiffeient than that of
Facebook anu uoes not iequiie the useis to senu oi accept fiienu iequests noi uoes
it iequiie that useis become followeis of those following them. Thus, Facebook
ielationships aie iecipiocal, while Twittei ielationships aie not.

uiven that naicissists have an inflateu self-view anu engage in a vaiiety of stiategies
aimeu at biinging attention to themselves (Ameiican Psychiatiic Association, 2u1S),
featuies unique to Twittei may be moie appealing to naicissists than those on sites
such as Facebook. Inueeu, NcKinney et al. (2u12) founu a significant ielationship
between naicissism anu the numbei of usei tweets, piompting the authois to opine
that Twittei might be the piefeiieu SNS platfoim foi naicissists, anu to call foi
auuitional ieseaich. We agiee, anu the cuiient stuuy, in pait, answeis that call as we
believe the featuies listeu above lenu themselves uiiectly to naicissistic motives anu
behaviois. Thus, a positive ielationship between active usage on Twittei shoulu not
be suipiising anu, in fact, a ueepei examination of the ieasons foi active SNS usage
anu motives of SNS useis shoulu ieveal auuitional significant ielationships with
naicissism. In suppoit of this position, Beigman et al. (2u11) founu that although
oveiall SNS usage anu behavioi may not uiffei foi naicissists veisus non-naicissists,
the ieasons foi those behaviois can be significantly uiffeient. The piesent stuuy
seeks to examine both the active usage anu the ieasons of naicissists foi using
Twittei anu Facebook to ueteimine if one platfoim is moie conuucive to naicissism
than the othei.


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Consistent with theoiy anu pievious SNS ieseaich (e.g., Caipentei, 2u12, BeWall et
al., 2u11, NcKinney et al., 2u12 anu Panek et al., 2u1S), we believe that both
Facebook anu Twittei pioviue an easy way foi naicissists to engage in the
exhibitionistic, attention-seeking, anu self-piomoting behaviois that assist them in
maintaining theii inflateu self-views (Buss & Chiouo, 1991). Bowevei, Twittei likely
pioviues an even moie attiactive platfoim foi naicissists because it lenus itself
moie ieauily to fiequent, self-centeieu upuates anu pioviues foi the shallow, non-
intimate, non-iecipiocal ielationships (i.e., one-way ielationships) most likely
uesiieu by naicissists (Campbell & Fostei, 2uu2). Finally, uue to the fact that
naicissists believe themselves to be supeiioi, unique, oi special (Ameiican
Psychiatiic Association, 2u1S), it is ieasonable to piopose that naicissists will
engage in such active usage on Twittei, because they aie motivateu to gain attention
anu maintain self-esteem by iegulaily infoiming theii followeis of what they aie
uoing oi thinking.

2FG Naicissism will have a stiongei positive ielationship with Twittei active usage
than Facebook active usage.

2IG Naicissism will have a stiongei positive ielationship with the useis' uesiie to
keep otheis up-to-uate via Twittei than Facebook.

Also, consistent with theoiy anu pievious SNS ieseaich (e.g., Beigman et al., 2u11
anu 0ng et al., 2u11), we piopose that naicissists will have a laige numbei of fiienus
anu followeis in oiuei to affiim theii gianuiosity anu pioviue a visible measuie of
theii populaiity. We fuithei piopose that, uue to naicissists' tenuencies to seek
attention anu affiimation to maintain theii unstable self-esteem anu to engage in
self-piomoting behaviois (e.g., Buffaiui anu Campbell, 2uu8, Campbell et al., 2uu2
anu Noif anu Rhouewalt, 2uu1), naicissists will uesiie an SNS piesence that will
continue to builu theii netwoik of fiienus anu followeis who expiess aumiiation
towaiu them. Noieovei, given that naicissists tenu to piefei supeificial social
connections ovei ueepei inteipeisonal ielationships (Beigman et al., 2u11 anu
Campbell anu Fostei, 2uu2), we expect naicissists to piefei social connections maue
thiough Twittei as compaieu with Facebook.

2JG Naicissism will have a stiongei positive ielationship with the numbei of
Twittei followeis than the numbei of Facebook fiienus.

2KG Naicissism will have a stiongei positive ielationship with the impoitance of
cieating a piofile that makes otheis want to become a followei (Twittei) than the
impoitance of cieating a piofile that makes otheis want to become a fiienu
(Facebook).

2LG Naicissism will have a stiongei positive ielationship with the impoitance of
being aumiieu thiough Twittei than thiough Facebook.


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Paiticipants weie S21 unueigiauuate stuuents who ieceiveu couise cieuit foi
completing a papei-anu-pencil suivey. Paiticipants weie askeu if they hau a
Facebook (n = Su9) oi Twittei (n = 22u) account; those that hau neithei weie
excluueu fiom the analysis. The final sample incluueu S1S paiticipants with a mean
age of 2u.7S yeais (SB = 1.47), iangeu fiom 18 to 29, was 6u% female anu was
9u.7% Caucasian.

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Naicissism was assesseu using the 4u-item Naicissistic Peisonality Inventoiy (NPI-
4u; Raskin & Teiiy, 1988), which contains paiieu statements. Responuents weie
askeu to select the statement that best matcheu theii own feelings anu beliefs.
Naicissistic iesponses weie summeu (ianging fiom u to 4u) with highei scoies
inuicating highei levels of naicissism (Cionbach's alpha = .8S).

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Paiticipants iesponueu to two items that askeu how often they upuateu theii
Facebook status (8-point scale, ianging fiom "nevei" to "7-9 times a uay") anu how
often they 'Tweeteu' (1u-point scale, ianging fiom "nevei" to "moie than 1uu times
a uay").

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Paiticipants weie askeu two yes-no questions iegaiuing why they use SNS. The
questions askeu if a piimaiy motivation foi using Facebook anu Twittei was to
"keep otheis up-to-uate on youi life".

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Paiticipants weie askeu two open-enueu questions: "Bow many Facebook fiienus
uo you have." anu "Bow many followeis uo you have on Twittei.".
2.2.S. Attiacting fiienusfolloweis

Paiticipants inuicateu theii agieement with this statement foi Facebook: "It is
impoitant that my piofile makes otheis want to be my fiienu," anu this statement
foi Twittei: "It is impoitant that my piofile makes otheis want to follow me" (S-
point scale, ianging fiom "stiongly uisagiee" to "stiongly agiee").
2.2.6. SNS aumiiation

Paiticipants inuicateu theii agieement with this Facebook statement: "It is
impoitant that my fiienus aumiie me," anu this Twittei statement: "It is impoitant
that my followeis aumiie me" (S-point scale, ianging fiom "stiongly uisagiee" to
"stiongly agiee").


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The SNS usage anu Likeit-type uata weie tieateu as oiuinal uata, anu the numbei of
fiienus anu followeis weie tieateu as continuous uata. Analyses weie conuucteu
using Nplus 7.u (Nuthn & Nuthn, 2u12). Regiessions utilizeu a Weighteu Least
Squaies Neans anu vaiiances (WLSNv; Nuthn, uu Toit, & Spisic, 1997) estimatoi,
while analyses with continuous outcome uata utilizeu a Robust Naximum
Likelihoou (NLR) estimatoi uue to the fact that the fiienus anu followeis measuies
weie positively skeweu. While the use of WLSNv anu NLR ielaxes many of the
assumptions neeueu when conuucting moie tiauitional iegiession analyses, such as
oiuinaiy least squaies (see Byine, 2u12), the stanuaiuizeu iesiuuals histogiam,
noimal P-P plot, anu stanuaiuizeu pieuicteu by stanuaiuizeu iesiuual plot weie
examineu to the extent to which ueviations fiom noimality shoulu be fuithei
auuiesseu.

Each iegiession analysis contiolleu foi age anu genuei, because of theii significant
coiielations with seveial outcomes. A uominance analysis (BA) was conuucteu foi
each iegiession (Azen anu Buuescu, 2uuS anu Buuescu, 199S) to ueteimine the total
anu ielative contiibution of age, genuei, anu naicissism in pieuicting each outcome
of inteiest. These BAs uecomposeu the oveiall mouel R2 anu foi each pieuictoi
piouuceu: (1) a geneial uominance weight (BW), which showeu the total amount of
vaiiance foi which each pieuictoi accounteu in the iegiession anu summeu to the
oveiall mouel R2, anu (2) a ielative impoitance scoie (RI) foi each pieuictoi, which
was the ielative piopoition of vaiiance accounteu foi by a pieuictoi anu sums to
1uu% (each pieuictoi's BW uiviueu by the mouel R
2
).




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Besciiptive statistics anu vaiiable inteicoiielations aie piesenteu in Table 1.






An examination of the stanuaiuizeu iesiuuals histogiams foi the iegiession
analyses ievealeu that the analyses using "FB Status", "FB Fiienus", "Tweets", anu
"TW Followeis" hau slight positive skews to theii iesiuuals. Bowevei, an
examination of the othei uiagnostic plots (e.g., noimal P-P plot anu stanuaiuizeu
pieuicteu by stanuaiuizeu iesiuual plot) ievealeu no ueviations of concein.
Auuitionally, iemoving cases that hau stanuaiuizeu iesiuuals gieatei than foui uiu
not altei the pattein of iesults. Thus, all of the cases weie ietaineu foi the
iegiession analyses useu to test the stuuy's hypotheses.

Results fiom the iegiession analyses inuicateu that naicissism was a significant,
positive pieuictoi foi fiequency of active usage on both Facebook ("FB Status") anu
Twittei ("Tweets"), anu the size of the SNS auuience on both Facebook ("FB
Fiienus") anu Twittei ("TW Followeis"), see Table 2. Regiession iesults also
inuicateu that naicissism was a significant pieuictoi of the impoitance of having a
piofile that woulu attiact a laige SNS auuience on both Facebook ("Want Fiienus")
anu Twittei ("Want Followeis"), anu of being aumiieu on Facebook ("FB Aumiie")
anu Twittei ("TW Aumiie"). Bowevei, naicissism was not a significant pieuictoi of
using Facebook oi Twittei to keep otheis up-to-uate ("FB 0p-to-uate" anu "TW 0p-
to-uate").





Examining the BA iesults ievealeu that naicissism playeu a stiongei iole in the
pieuiction of "Tweets" compaieu with "FB Status", wanting followeis on Twittei
("Want Followeis") than wanting fiienus on Facebook ("Want Fiienus"), anu "TW
Aumiie" than "FB Aumiie". Results, howevei, uiu not inuicate that naicissism was a
stiongei pieuictoi foi "TW Followeis" than "FB Fiienus". Togethei the iegiession
anu BA iesults pioviueu suppoit foi Bypotheses 1, 4, anu S, but faileu to suppoit
Bypotheses 2 anu S.


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Results fiom the college stuuent sample suggest that naicissism playeu a significant
iole in the pieuication of both active usage anu numbei of fiienusfolloweis, anu
the pieuiction of two ieasons foi SNS usage: the impoitance of (1) a piofile that
attiacts fiienusfolloweis anu (2) being aumiieu on both Facebook anu Twittei.
Auuitionally the BAs inuicateu that the ielationship between naicissism anu the
vaiiables of inteiest weie stiongei foi Twittei than Facebook on thiee of these foui
vaiiables. This pattein of iesults suggests that college naicissists piefei Twittei to
Facebook anu naicissism pieuicts ieasons foi usage as well as active usage.
6. Stuuy 2 mateiials anu methous


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Paiticipants foi Stuuy 2 weie ieciuiteu via NT0RK. While NT0RK has not been
founu to be an iueal outlet foi getting a national iepiesentative sample of 0.S. auults
(e.g., Nason & Suii, 2u12), ieseaich suggests that the quality of the uata collecteu on
NT0RK is compaiable to that collecteu in typical Ameiican college samples
(Buhimestei, Kwang, & uosling, 2u11) anu that self-iepoit uata collecteu on NT0RK
possess goou psychometiic piopeities (Boluen, Bennie, & Bicks, 2u1S). Thus,
NT0RK was useu to ieciuit an auult sample to complete an online suivey. The
stuuy's uesciiption on NT0RK inuicateu that paiticipants neeueu to have a
Facebook oi Twittei account anu be fiom the 0niteu States. Paiticipants weie askeu
if they hau a Facebook (n = 62S) oi Twittei (n = S88) account; those that hau neithei
weie excluueu fiom the analysis. The final sample incluueu 669 paiticipants with a
mean age of S2.S4 yeais (SB = 11.84), iangeu fiom 18 to 7S, was SS% female, 78.6%
Caucasian, anu 46.7% possesseu a bacheloi's uegiee oi gieatei.
6.2. Neasuies

Nany of the questions anu iesponse options weie not iuentical to those in Stuuy 1.
Bowevei, the questions anu iesponse options uiu pioviue similai assessments of
paiticipants' Facebook anu Twittei usage anu ieasons foi using SNS.


6.2.1. Naicissism

Naicissism was assesseu using the same veision of the NPI as was useu in Stuuy 1
(Ciochbach's alpha = .89).


6.2.2. Active usage

Paiticipants iesponueu to two items that askeu how often they upuateu theii
Facebook status (6-point scale, ianging fiom "nevei" to "moie than 2u times a uay")
anu how often they 'Tweeteu' (6-point scale, ianging fiom "nevei" to "moie than 2u
times a uay").


6.2.S. Reasons foi upuates

Paiticipants inuicateu theii agieement with two items that askeu if the ieason they
useu Facebook oi Twittei was to "keep otheis up-to-uate on youi life" (S-point
scale, ianging fiom "stiongly uisagiee" to "stiongly agiee").


6.2.4. SNS fiienusfolloweis

Paiticipants weie askeu the same open-enueu questions as in Stuuy 1 iegaiuing
how many Facebook fiienus anu Twittei followeis they hau.


6.2.S. Attiacting fiienusfolloweis

Paiticipants inuicateu theii agieement with the same statements as in Stuuy 1 on
the same S-point scale.


6.2.6. SNS aumiiation

Paiticipants inuicateu theii agieement with the same statements as in Stuuy 1 on
the same S-point scale.


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Collecting the Stuuy 2 uata online alloweu foi an examination of suivey completion
time anu a seiies of analyses weie conuucteu to ueteimine if completion time hau a
ielationship with the stuuy's vaiiables. The aveiage time to complete the NT0RK
suivey was 1S.98 min (SB = 6.27). Each paiticipant's competition time was then
coiielateu with the all of the stuuy's vaiiables of inteiest. 0nly age anu genuei weie
founu to have zeio-oiuei coiielations gieatei than .1u with completion time (age i =
.18 anu genuei i = .11), inuicating that that oluei anu female paiticipants took
longei to complete the suivey.

Nahalanobis uistance measuies weie fiist computeu foi vaiiables useu in the
Facebook anu Twittei iegiession analyses to ueteimine the uistance these vaiiables
hau fiom the centeis of the multivaiiate uistiibutions. Next, iegiession analyses
weie conuucteu to ueteimine if completion time hau a ielationship with piouucing
extieme multivaiiate values oi outliei values. Results inuicateu that neithei the
Nahalanobis Facebook noi the Twittei uistance measuies hau significant lineai
ielationships, Facebook: F(1, 621) = 2.76, p = .u97 R = .u7; Twittei: F(1, S86) = .u7, p
= .798, R = .u2, oi "inveiteu 0" ielationships, Facebook: F(2, 621) = 1.4S, p = .2S6 R =
.u7; Twittei: F(2, S8S) = .41, p = .798, R = .u2, with completion time. Thus, it was
ueteimineu that completion time uiu not influence the iesponse patteins in the
cuiient stuuy.


G"+" 70)1 -D ,1?>: + 9:;-1<0)0)

As with Stuuy 1, uata weie analyzeu using Nplus 7.u anu BA uecomposeu the mouel
R
2
values. Besciiptive statistics anu vaiiable inteicoiielations aie piesenteu in
Table S.






An examination of the stanuaiuizeu iesiuuals histogiams foi the iegiession
analyses ievealeu that the analyses using "FB Status" anu "Tweets" hau slight
positive skews to theii iesiuuals, while "FB 0p-to-uate" hau a slight negative skew.
Bowevei, an examination of the othei uiagnostic plots (e.g., noimal P-P plot anu
stanuaiuizeu pieuicteu by stanuaiuizeu iesiuual plot) ievealeu no ueviations of
concein. Auuitionally, iemoving cases that hau stanuaiuizeu iesiuuals gieatei than
foui uiu not altei the pattein of iesults. Thus, all cases weie ietaineu foi the
iegiession analyses useu to test the stuuy's hypotheses.

Naicissism was founu to be a significant positive pieuictoi of the active usage
vaiiables "FB Status" anu "Tweets", see Table 4. Results also ievealeu that
naicissism was a significant pieuictoi of the impoitance of having a piofile that
woulu attiact a laige SNS auuience on both Facebook ("Want Fiienus") anu Twittei
("Want Followeis") anu of being aumiieu on Facebook ("FB Aumiie") anu Twittei
("TW Aumiie"). While naicissism was a significant pieuictoi of the "FB Fiienus", it
faileu to pieuict "TW Followei" anu was not a pieuictoi of the "FB 0p-to-uate" oi
"TW 0p-to-uate" outcomes.






An examination of the BA iesults inuicateu that naicissism explaineu slightly moie
vaiiance in "Tweets" than "FB Status". With the exception of wanting to keep otheis
up-to-uate, which was not significantly pieuicteu by naicissism, BA iesults
suggesteu that naicissism playeu a stiongei iole in the pieuiction of the Facebook
outcomes compaieu with the Twittei outcomes. The iegiessions anu BA iesults
pioviueu suppoiteu foi Bypothesis 1, but faileu to suppoit Bypotheses 2, S, 4, anu S.


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The initial finuings fiom Stuuy 2 suggest that naicissism pieuicts active usage of
both Facebook anu Twittei, anu, just as in the college sample, it appeais to have
gieatei pieuiction foi tweeting. Also consistent with Stuuy 1 was the lack of a
ielationship between naicissism anu eithei of the "0p-to-uate" motives.
Inteiestingly, foi the iemaining hypotheses, naicissism was a bettei pieuictoi of the
Facebook vaiiables than the Twittei vaiiables in the auult sample. This suggests that
while naicissists geneially piefei to actively use Twittei ovei Facebook, the ieasons
foi a naicissist to use a SNS vaiieu acioss the two samples. Bowevei, the tests of
these initial hypotheses fail to captuie of complexity of what naicissists hope to get
out of active usage on SNS anu how those ieasons change acioss platfoims.
9. Post hoc meuiation mouel

A post hoc examination of the coiielation anu iegiession iesults acioss both stuuies
ievealeu a numbei of inteiesting finuings. Fiist, it appeaieu that naicissism was a
bettei pieuictoi of ieasons foi usage (e.g., wanting to attiact a lot of
fiienusfolloweis anu having otheis aumiie them) than it was foi active usage.
Seconu, active usage was bettei pieuicteu by ieasons foi usage than by naicissism.
Finally, active usage was moie stiongly linkeu to numbei of fiienusfolloweis than
it was naicissism. Togethei, these finuings suggest that naicissism may not uiiectly
uiive active usage anu numbei of fiienusfolloweis; iathei, naicissism might
inuiiectly ielate to these outcomes by uiiving ieasons foi usage (such as uesiiing
aumiiation).

This pattein of iesults is geneially consistent with pievious finuings (Beigman et al.,
2u11 anu Chen, 2u11) anu leu to the post hoc cieation of a paitial-meuiation mouel,
see Fig. 1. The uepiction in Fig. 1 is a conceptual summaiy uisplaying both Facebook
anu Twittei vaiiables togethei. Bowevei, the mouel was testeu on the Facebook anu
Twittei uata sepaiately in both the college anu auult samples. As with the iegiession
analyses, age anu genuei weie ietaineu as contiol vaiiables. A path-analysis was
conuucteu in Nplus 7.u to fit the uata to the mouel anu the inuiiect effects of
naicissism on SNS active usage weie testeu using the uelta methou. Nouel fit was
evaluateu using the chi-squaie test of mouel fit (2), ioot mean squaie eiioi of
appioximation (RNSEA), the compaiative fit inuex (CFI) anu stanuaiuizeu ioot
mean squaie iesiuual (SRNR; see Byine, 2u12).





90AG FG Conceptual summaiy mouel of the ielationships between naicissism, age, genuei, active SNS
usage, ieasons foi SNS usage, anu numbei of fiienusfolloweis. Note: The figuie above is a summaiy
conceptualization of a pioposeu meuiation mouel that uisplays the meuiating vaiiables anu
outcomes foi both Facebook anu Twittei in the same giaphic. Sepaiate Facebook anu Twittei mouels
weie testeu in both the college anu auult samples. The pioposeu Facebook anu Twittei mouels
alloweu each of the thiee ieasons foi SNS usage to be both pieuicteu by age, genuei, anu naicissism
anu weie pieuictive of active SNS active usage.



RGFG 93:,;''< ('C,@= O'.+ 5': 313@M.0. -,.*@+.

The iesults foi the pioposeu Facebook meuiation mouels foi both the college anu
auult samples aie piesenteu in Table S. The college Facebook mouel showeu
excellent fit to the uata, (S)2=S.1uu, ; = .S77, RNSEA = .u1,
CFI = .99, SRNR = .u1. Results inuicateu that only "FB 0p-to-uate" anu genuei weie
significant pieuictois of active usage. Naicissism uiu not have a significant uiiect oi
inuiiect effect, stanuaiuizeu estimate = .u1, ; = .S7S, on fiequency of status upuates.
Results also inuicateu that naicissism anu genuei weie significant pieuictois of "FB
Fiienus". Bowevei, naicissism uiu not have a significant inuiiect effect,
stanuaiuizeu estimate = .u1, ; = .2Su, on "FB Fiienus".






The auult Facebook mouel also showeu goou fit to the uata,
(S)2=6.72, ; = .u81, RNSEA = .uS, CFI = .99, SRNR = .u2, anu inuicateu that
naicissism anu "FB 0p-to-uate" weie the only significant pieuictois of active usage.
Naicissism also hau a significant inuiiect effect, stanuaiuizeu estimate = .u4,
; = .u12, on fiequency of status upuates. Naicissism, age, anu "FB Status" weie
significant pieuictois of "FB Fiienus". Naicissism uiu have a maiginally significant
inuiiect effect, stanuaiuizeu estimate = .u1, ; = .u86, on "FB Fiienus".


RGIG 780++,- ('C,@= O'.+ 5': 313@M.0. -,.*@+.

The iesults foi the pioposeu Twittei mouels foi both the college anu auult samples
aie piesenteu in Table 6. While the college Twittei mouel showeu only maiginally
acceptable fit to the uata, (6)2=2u.4S, ; = .uu2, RNSEA = .1u,
CFI = .96, SRNR = .uS, an examination of the mouification inuices ievealeu no
substantively meaningful paths to fiee that woulu impiove mouel fit. In pieuicting
active usage, iesults inuicateu that naicissism, "Want Followeis," anu "TW 0p-to-
uate" weie significant pieuictois. Naicissism uiu not have a significant inuiiect
effect, stanuaiuizeu estimate = .u4, ; = .1S2, on fiequency of tweets. In pieuicting
the numbei of followeis, iesults inuicateu that "Tweets" was the only significant
pieuictoi. Naicissism hau a maiginally significant inuiiect effect, stanuaiuizeu
estimate = .uS, ; = .u62, on "TW Followeis".






The auult Twittei mouel showeu maiginally acceptable fit to the uata,
(6)2=26.u8, ; < .uu1, RNSEA = .u9, CFI = .92, SRNR = .u2 with the
mouification inuices ievealing no substantively meaningful paths to fiee that woulu
impiove mouel fit. In pieuicting active usage, iesults inuicateu that naicissism, "TW
0p-to-uate," anu "Want Followeis" weie significant pieuictois. Naicissism uiu have
a significant inuiiect effect, stanuaiuizeu estimate = .uS, ; = .u49, on "Tweets". In
pieuicting "TW Followeis," iesults inuicateu that "Tweets" was the only significant
pieuictoi. Bowevei, naicissism uiu have a significant inuiiect effect, stanuaiuizeu
estimate = .uS, ; = .u1S, on "TW Followeis".


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The cuiient investigation hau two piimaiy puiposes: to compaie anu contiast the
iole of naicissism in the usage of the two most populai SNS (Facebook anu Twittei)
acioss two laige anu uiveise samples; anu to examine the ieasons foi usage within
these samples to gain a moie complete unueistanuing of the naicissism anu SNS
ielationship. Although Facebook has been examineu by a numbei of ieseaicheis in
iecent yeais, Twittei iemains less unueistoou anu theie is little consensus
iegaiuing the affoiuances it pioviues to naicissists (NcKinney et al.,
2u12 anu Panek et al., 2u1S).
Tests of the initial hypotheses pioviueu mixeu iesults foi the notion that naicissism
woulu have a stiongei positive ielationship with Twittei vaiiables than Facebook.
In suppoit of the pioposition, naicissism was founu to be a stiongei pieuictoi of
Twittei active usage (i.e., tweets) than Facebook active usage (i.e., status upuates) in
both the college anu auult samples. In opposition of the pioposition, naicissism uiu
not have a significant ielationship with the uesiie to keep otheis up-to-uate on
eithei SNS anu was a stiongei pieuictoi of Facebook fiienus than Twittei followeis
in both the college anu auult samples. In paitial suppoit of the pioposition,
naicissism was a stiongei pieuictoi of followeis anu aumiiation on Twittei, but
only in the college sample.

These iesults suggest that oui initial hypotheses faileu to captuie the complexity of
the ielationship between naicissism anu SNS. The stuuy's post hoc meuiation
analyses took a fiist step in examining this complexity anu ievealeu some
inteiesting finuings iegaiuing how naicissism ielates to SNS vaiiables in the college
anu auult samples. The post hoc meuiation iesults suggest that naicissistic college
stuuents piefei to post content on Twittei, while naicissistic auults piefei to post
content on Facebook. This contention is consistent with pievious ieseaich (Panek et
al., 2u1S) anu is fuithei suppoiteu by the ielationship between naicissism anu
ieasons foi SNS usage acioss the two samples. Specifically, in the college sample,
naicissism was a stiongei pieuictoi of wanting an SNS auuience anu aumiiation on
Twittei than on Facebook. Conveisely, in the auult sample, naicissism was a
stiongei pieuictoi of wanting fiienus anu an SNS auuience anu aumiiation on
Facebook than on Twittei.

The post hoc mouel iesults call into question the baiiage of piess linking the iise in
social netwoiking to the iise in naicissism among Nillennials, as naicissism hau no
significant uiiect oi inuiiect ielationship with active usage on Facebook foi the
college population (i.e., Nillennials). Bowevei, naicissism was both uiiectly anu
inuiiectly ielateu to active usage among auults, suggesting that naicissistic active
useis of Facebook aie now moie likely to be of the uen X anu Baby Boomei
geneiations than Nillennials. 0ui finuings might ieflect the fact that Nillennials
giew up using Facebook as a pait of theii lives, as a means of communicating with
otheis just as pievious geneiations might have useu a telephone. 0luei geneiations
who have not giown up with this tool iequiie a moie intentional ieason to "upuate
status" as it is not pait of theii social noims, anu naicissistic motives may be an
intentional ieason foi auults' movement into active Facebook usage.

Regaiuing ieasons foi usage, suipiisingly, in neithei sample was naicissism ielateu
to a uesiie to keep otheis up-to-uate using eithei platfoim. This may be inuicative of
the peivasive use of SNS in eveiyuay communication, foi both naicissists anu non-
naicissists. It may simply be that "eveiyone" using Facebook anu Twittei uoes so
because of a uesiie to keep otheis up-to-uate. 0ui iesults suggest that theie is
nothing naicissistic about this uesiie anu that SNS coulu now just be the way in
which people acioss geneiations shaie what is going on in theii lives.

While oui finuings suggest some inteiesting uiffeiences acioss geneiations, they
also highlight some key uiffeiences between the platfoims. As mentioneu above,
naicissism was a stiongei pieuictoi of Facebook fiienus than Twittei followeis in
both the college anu auult samples. This may be a iesult of the affoiuances maue by
each platfoim. Facebook allows naicissistic useis to make fiienu iequests uiiectly,
while Twittei useis typically acquiie followeis by gaineiing inteiest in the tweets
that they geneiate. Thus, the naicissistic uesiie to accumulate Facebook fiienus may
be accomplisheu simply by making uiiect iequests; howevei, a uesiie to accumulate
Twittei followeis must be accomplisheu by cieating inteiesting "tweets" so that
otheis opt to follow you. Thus, active usage on Twittei becomes ciitical with iespect
to naicissism, anu the iesults of the meuiation analyses boie this out.

The meuiation mouels ieveal that the ieasons foi Twittei usage all manifesteu
thiough tweeting (i.e., active usage). The impoitance of cieating a piofile that
attiacts followeis was positively ielateu to the numbei of tweets, anu numbei of
tweets pieuicteu numbei of followeis, as tweeting is 1<0 piimaiy means foi
attiacting followeis. Theie aie a host of vaiiables that may ueteimine whethei oi
not the usei actually acquiies followeis anu these may attenuate the ielationship
between tweeting anu followeis, but naicissism uoes appeai to be a piimaiy uiivei
foi the uesiie foi followeis, which in tuin uiives tweets.


FSGFG &+-,1A+5.U @0(0+3+0'1.U :'1:@*.0'1

The gieatest stiengths of the cuiient investigation incluue the laige sample size anu
uiveise cioss section of paiticipants, anu the inclusion of ieasons foi usage allowing
foi the investigation of meuiateu mouels. Auuitionally, the inclusion of uominance
weights allows foi some compaiison of the ielative impoitance of pieuictois of
Facebook veisus Twittei.

Bespite these auvantages, some methouological limitations iemain. Both stuuies
ielieu on a self-iepoit coiielational uesign, hinueiing uefinitive statements about
causality anu iequiiing heavy ieliance on the memoiy anu honesty of paiticipants in
iepoiting. Futuie ieseaich shoulu also stiive foi a gieatei balance of iacial uiveisity
among paiticipants, as the college sample in the cuiient investigation was heavily
populateu with Caucasian paiticipants. Auuitionally, while we iequesteu Ameiican
auults in the NT0RK sample, it is possible that inuiviuuals fiom outsiue of the
0niteu States completeu the suivey. Futuie ieseaich using NT0RK shoulu look to
incluue a question to veiify paiticipants' uemogiaphics. Lastly, we concui with
othei ieseaicheis who have calleu foi a gieatei use of expeiimental uesigns. uiven
the eaily stages of SNS ieseaich such methous woulu allow foi gieatei contiol to
isolate vaiiables anu allow foi tests of causality.

Although we acknowleuge limitations to the cuiient ieseaich, we believe that the
cuiient finuings iegaiuing ieasons foi SNS usage will piompt ieseaicheis to incluue
such motivational types of vaiiables in futuie SNS stuuies iathei than ielying so
heavily on usage only, as it appeais that motivational vaiiables auu tiemenuous
unueistanuing to the significant ielationships that emeige. Fuitheimoie, it is cleaily
eviuent that not all SNS aie cieateu equal, anu that uiffeient kinus of platfoims (e.g.,
micioblogging, piofile-baseu) lenu themselves to vaiious types of motives anu
activities. As the fielu of SNS ieseaich moves foiwaiu, ieseaicheis must engage in
theoiy builuing that takes the affoiuances of the meuium into account.



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