The role of narcissism in self-promotion on Instagram

Jang Ho Moon, Eunji Lee, Jung Ah Lee, Tae Rang Choi, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

103 Citations (Scopus)


Instagram, the rising photo-sharing social networking site, has gained an enormous amount of global popularity. This study examined the relationship between narcissism and Instagram users' self-promoting behavior. A total of 212 active Instagram users in Korea completed an online survey. The results showed that individuals higher in narcissism tended to post selfies and self-presented photos, update their profile picture more often, and spend more time on Instagram, as compared to their counterparts. They also rated their Instagram profile pictures as more physically attractive. Additionally, the results showed that Grandiose Exhibitionism positively predicted and Leadership/Authority negatively predicted the frequency of selfie postings and profile picture updates, as well as profile picture evaluations. However, Entitlement/Exploitativeness exhibited no effect on any of the self-promotion behaviors on Instagram.

Original languageEnglish
Pages (from-to)22-25
Number of pages4
JournalPersonality and Individual Differences
Publication statusPublished - 2016 Oct 1

Bibliographical note

Funding Information:
This research was supported by the Sookmyung Women's University Research Grant (# 1-1503-0065 ).

Publisher Copyright:
© 2016 Elsevier Ltd.


  • Instagram
  • Narcissism
  • Self-promoting behavior
  • Social networking site (SNS)

ASJC Scopus subject areas

  • General Psychology


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