• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.21-31
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• 2017

The purpose of study was to ascertain whether Facebook users present themselves positively on Facebook. Also this study examined whether factors of self-efficacy, narcissism, and public/private self-consciousness affected positive self-presentation. The subjects for the study included 197 users who have been using Facebook. The analysis of behavioral attributes such as self-display, competency display, exemplary behavior display, etc, did not yield statistically high values to support users' positive self-presentation on Facebook. The results showed that self-efficacy, narcissism, and public self-consciousness have statistically significant influence on positive self-presentation. The study found that private self-consciousness did not have statistically significant influence on positive self-representation.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.409-420
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• 2018

The decision to actively reveal oneself as a consumer on social media depends on whether the focus is more on positive rewards than negative threats associated with self-presentation, that is, who the other party is in that relationship. The audience of self-presentation could also be divided into expressive and instrumental ties: work partners can be classified as an audience of instrumental ties, whereas school friends can be regarded as an audience of expressive ties. This study accordingly predicted that people would focus more on prevention of negative threats than positive reward, exhibiting defensive self-presentation in relationships with strong instrumental ties because the fallout from negative threats due to failed self-presentation have a more detrimental effect than a positive reward from successful self-presentation. The empirical findings thereby indicated that as the proportion of coworkers increased among Facebook friends, the mediation effect through defensive self-presentation increased, whereas such effect through acquisitive self-presentation decreased.

• Knowledge Management Research
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• v.14 no.2
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• pp.25-48
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• 2013

SNS is one of the fastest service entering in mature stage. But now there are not any empirical analysis the effect of SNS from user point of view. In this paper, we investigate the effect of self presentation on SNS to interpersonal relation and intention to use. we set online presentation self-efficacy and involvement as two antecedent factors. And we suggest that the purposes of using SNS be Image improvement and knowledge contribution. The change of interpersonal relation in offline is set a result of using SNS and a mediating variable between online self-presentation and intention to use. In the results, firstly, we confirmed that the online presentation self-efficacy and involvement are predisposing factors for online self-presentation on SNS in the positive direction. Secondly, the using SNS has significantly positive effect on the change of interpersonal relation. Especially, the improvement of interpersonal relation is originated from image improvement and knowledge contribution. Thirdly, the improvement of interpersonal relation have also significantly more higher effect on the intention of use.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.223-231
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• 2022

The application of computer software into the linguistic analysis of texts proves useful to arrive at concise and authentic results from large data texts. Based on this assumption, this paper employs a Computer-Aided Text Analysis (CATA) and a Critical Discourse Analysis (CDA) to explore the manipulative strategies of positive/negative presentation in Orwell's Animal Farm. More specifically, the paper attempts to explore the extent to which CATA software represented by the three variables of Frequency Distribution Analysis (FDA), Content Analysis (CA), and Key Word in Context (KWIC) incorporate with CDA decipher the manipulative purposes beyond positive presentation of selfness and negative presentation of otherness in the selected corpus. The analysis covers some CDA strategies, including justification, false statistics, and competency, for positive self-presentation; and accusation, criticism, and the use of ambiguous words for negative other-presentation. With the application of CATA, some words will be analyzed by showing their frequency distribution analysis as well as their contextual environment in the selected text to expose the extent to which they are employed as strategies of positive/negative presentation in the text under investigation. Findings show that CATA software contributes significantly to the linguistic analysis of large data texts. The paper recommends the use and application of the different CATA software in the stylistic and corpus linguistics studies.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.513-528
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• 2014

This study examined effects of self-esteem, life satisfaction and gender on the sign needs which included self-presentation(presenting true-self and ideal-self) and social interaction (feeling connected and gaining approval) for Facebook use. Due to the significant interaction effects of gender, further statistical analyses were conducted. While there were negative relationships between self-esteem and self-presentation for male respondents, there were positive relationships between self-esteem and social interaction for female respondents. In addition, there were positive relationships between life-satisfaction and self-presentation for male respondents, but there was the only positive relationship between life satisfaction and presenting true-self for female respondents. Based on the study results, the study implications, limitations and future study were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.922-934
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• 2013

This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self-presentation attitude) based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers between the ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis for measurements and structural equation modeling analysis for hypotheses testing were implemented. The results show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that the need by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that the trait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity also positively influences both social function attitudes toward luxury brands. Self-expression and self-presentation attitudes toward luxury brands have positive influences on luxury brand purchase intentions through an affective attitude that facilitates a mediating role between two social function attitudes and the purchase intentions of consumers. This research contributes to a deeper understanding of the formation process of Korean consumers' purchase intentions for luxury brands and the literature on the role of related variables (need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and purchase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclusion discusses the practical implications and limitations.

• Asia Marketing Journal
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• v.25 no.3
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• pp.126-147
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• 2023

This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.

• Journal of Information Technology Applications and Management
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• v.25 no.2
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• pp.1-21
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• 2018

This study aims to investigate the usage patterns of users in Social Network Services (SNS) where is an upsurge. Specifically, the paper considers the reason why young people more and more prefer online (or mobile) SNS activities rather than offline face-to-face social relationship. Furthermore, the drivers which affect SNS usages are considered from users' personal characteristics and social influences. User's personal characteristics include their personalities (extraversion and introversion), narcissism, and life satisfaction. Social influences involve subjective norm, visibility, and image. Affected by personal and social factors in SNS, users intend to show positive self-presentation, which refers to a behavior to selectively expose his/her goodness to others. As one of the most influential drivers affecting SNS usage, the positive self-representation has an effect on the level of SNS usage. Thus, this paper suggests the hypothesized research model focusing on positive self-representation in the relationship among personal characteristics, social influence, and user's behavior in SNS. Empirical data analysis with 100 questionnaires suggests that all hypotheses were adopted except for the effect of visibility among social influence factors on positive self-representation.

• Korean journal of communication and information
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• v.36
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• pp.254-286
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• 2006

The purpose of the present study is to examine how visitors of personal web sites evaluate self presentation styles. We hypothesized that visitors' gender, self construals, and self esteem would influence the evaluation (likeability and perceived competence) of the self presentation styles (bragging or positive presentation). The hypothesized models were tested with structural equation modeling. Gender differences among the constructs were also examined through latent mean analysis. The results revealed that females tended to have higher interdependent self construal than males. And the male and the female students showed higher likeability toward the self presentations of the other gender. Regarding perceived competence, women and men perceived the other gender more competent, and especially, women perceived men's bragging presentation more competent. Self construals and self esteem, however, did not show any significant effects, which were inconsistent with the results of the previous studies conducted with offline self presentation styles. One of the main implications of this study is that visitors' gender, among other things, is the most infueltial factor in perceiving and evaluating others' self presentation through personal web sites.

• Knowledge Management Research
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• v.21 no.4
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• pp.157-173
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• 2020

In accommodation sharing economy, customers take a risk of uncertainty about product quality, which is an important factor affecting users' satisfaction. This risk can be lowered by the information disclosed by the facility provider. Self-presentation of the hosts can make a positive effect on listing performance by eliminating psychological distance through emotional interaction with users. This paper analyzed the self-presentation text provided by Airbnb hosts and found key aspects in the text. In order to extract the aspects from the text, host descriptions were separated into sentences and applied the Attention-Based Aspect Extraction method, an unsupervised neural attention model. Then, we investigated the relationship between aspects in the host description and the listing performance via linear regression models. In order to compare their impact between the three facility types(Entire home/apt, Private rooms, and Shared rooms), the interaction effects between the facility types and the aspect summaries were included in the model. We found that specific aspects had positive effects on the performance for each facility type, and provided implication on the marketing strategy to maximize the performance of the shared economy.