Impression management via content-dependent 'liking' on social media

A number of studies have examined the motives behind the use of one-click communication features such as the 'like' button. This study considered how personality might shape how users employ the 'liking' button in order to establish different online impressions, particularly when online posts include both everyday (normal) or risky (controversial) content. Using an online survey, we tested whether self-monitoring, agreeableness, affinity seeking and need for gratification would influence the likelihood with which participants would 'like' posts given the transparent nature of social networks. Results based on an online sample (N = 217) revealed that 'liking' of normal posts was positively predicted by agreeableness and need for gratification. However, only need for gratification positively predicted 'liking' of controversial posts. This indicates that the content of the post as well as the personality characteristics play a role in online one-click interaction, reflecting different means to manage impressions online.