Predicting selfie-posting behavior on social networking sites: An extension of theory of planned behavior

Eunice Kim, Jung Ah Lee, Youngjun Sung, Sejung Marina Choi

Research output: Contribution to journalArticlepeer-review

154 Citations (Scopus)


Over the past few years, a notable trend has emerged in social networking sites (SNSs). With the growing popularity of image-based SNSs such as Instagram, users increasingly communicate and present themselves by posting photographs they take of themselves ("selfies"). As the phenomenon of selfies becomes widespread across a range of SNSs as a unique means of self-presentation, an interesting question arises, what makes people post their selfies on SNSs. To delve into this rising issue, the present study investigates the antecedents of selfie-posting behavior on SNSs by applying and extending Ajzen's Theory of Planned Behavior (TPB). A conceptual model, which is primarily drawn from the TPB and incorporates narcissism as an additional antecedent, is proposed and empirically tested. Results show that attitude toward selfie-posting, subjective norm, perceived behavioral control, and narcissism are the significant determinants of an individual's intention to post selfies on SNSs. Further, one's selfie-posting behavior on SNSs is significantly predicted by his or her intention to post selfies. Implications of the findings are discussed with suggestions for future research.

Original languageEnglish
Pages (from-to)116-123
Number of pages8
JournalComputers in Human Behavior
Publication statusPublished - 2016 Sept 1


  • Narcissism
  • Self-presentation
  • Selfie-posting
  • Selfies
  • Social networking sites
  • Theory of planned behavior (TPB)

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • General Psychology


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