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Self-Affirmation of Narcissists on Social Media: A Study Proposing a New Method of Categorization on Facebook Ads
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Royal Institute of Technology, Stockholm.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2018 (English)In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 93-101Conference paper, Published paper (Refereed)
Abstract [en]

This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.

Place, publisher, year, edition, pages
Cham: Springer, 2018. p. 93-101
Series
Developments in Marketing Science : Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-67082DOI: 10.1007/978-3-319-66023-3_39ISBN: 978-3-319-66022-6 (print)ISBN: 978-3-319-66023-3 (electronic)OAI: oai:DiVA.org:ltu-67082DiVA, id: diva2:1168219
Conference
2017 Academy of Marketing Science (AMS) Annual Conference, AMSAC 2017, Coronado, CA, 24-26 May 2017
Available from: 2017-12-20 Created: 2017-12-20 Last updated: 2017-12-20Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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