Jian Raymond Rui

STRATEGIC IMAGE MANAGEMENT ONLINE

Communication technology is challenging traditional self-presentation strategies and behavior. Deliberate image construction is becoming more difficult because of the increasing number of information sources about individuals online. The present study examines a range of self-presentation behaviors on social network sites (SNS) by drawing on impression motivation, contingencies of self-worth, and the analysis of social network structure. Results from the survey data show that users (N = 248) who stake their self-esteem on public evaluations and have heterogeneous social networks are more strategic in the management of tagged photos and text-based updates in the form of wall posts. Furthermore, the interaction between network size and diversity predicts how often users share photos. Implications for improving privacy management tools on SNS and educating users about strategic self-presentation are discussed.

Health Organizations Providing and Seeking Social Support: A Twitter-Based Content Analysis

Providing and seeking social support are important aspects of social exchange. New communication technologies, especially social network sites (SNSs), facilitate the process of support exchange. An increasing number of health organizations are using SNSs. However, how they provide and seek social support via SNSs has yet to garner academic attention. This study examined the types of social support provided and sought by health organizations on Twitter. A content analysis was conducted on 1,500 tweets sent by a random sample of 58 health organizations within 2 months. Findings indicate that providing informational and emotional support, as well as seeking instrumental support, were the main types of social support exchanged by health organizations through Twitter. This study provides a typology for studying social support exchanges by health organizations, and recommends strategies for health organizations regarding the effective use of Twitter.

A Communication Multiplexity Approach to Social Capital

This study explores the mechanisms by which online social information seeking (i.e., monitoring Facebook friends) relates to social capital. Based on the extant literature, we propose a theoretical framework that includes communication activities across different channels operationalized as offline participation, network structure on social network site operationalized as the number of actual online friends and network diversity, and self-esteem. Results from an online survey (N = 223) found a moderated mediation model in which participation in offline social activities mediated the relationship between social information seeking and self-reported bonding social capital, and self-esteem moderated this mediation. In addition, participation in offline social activities provided an additional channel to accessing bridging social capital. These results provide a theoretical framework for and suggest an approach of communication multiplexity to future research.

Source–Target Relationship and Information Specificity: Applying Warranting Theory to Online Information Credibility Assessment and Impression Formation

Other-generated information about specific targets available online reduces third parties’ uncertainty of strangers. Yet only information perceived as credible can shape their impressions. This study examines how impressions form after exposure to online recommendations, a type of other-generated information via LinkedIn, through credibility assessment of these recommendations. The source–target relationship and recommendation specificity were manipulated in a 2 × 2 between-subjects experiment (N = 213). Main effects for both independent variables were found. Perceived manipulation likelihood and perceived credibility of recommendation mediated the impact of the source–target relationship on impressions. Additionally, perceived familiarity with the target and perceived credibility of recommendation mediated the impact of recommendation specificity on impressions. This study extends warranting theory and highlights the impact of new communication technology on credibility assessment of online information and impression formation.

Strategic Management of Other-Provided Information Online: Personality and Network Variables

Effective self-presentation is challenging in the contemporary computer-mediated communication environment due to the abundance of other-provided information. This study compared two approaches, one that focuses on internal factors (the personality approach) and the other environmental factors (the network approach), explaining why individuals engage in strategic self-presentation to manage other-provided information on social network sites. Using an online survey (N=322) of participants from the United States and Singapore, results suggest that the two approaches work differently in different contexts, depending on the communication mode. Specifically, individuals who stake self-esteem on physical appearance and have diverse online networks are more strategic in their maintenance of other-provided information. Practical and theoretical implications about online self-presentation are provided.

The Desire for Fame: An Extension of Uses and Gratifications Theory

Social network sites (SNSs) enable users to self-disclose to broad and anonymous audiences. Drawing on social cognitive theory (SCT) and the uses and gratifications (U&G) approach, this study investigates how reality television (RTV) cultivates desire for fame in its audience, which is operationalized as a human desire motivating nondirected self-disclosure (NDSD) online, a technique seeking fame. Results from an online survey (N = 221) show that whether watching RTV with friends interacted with time spent viewing RTV to affect desire for fame, which in turn affected the use of SNSs to pursue fame. In addition, exhibitionism, a motive of SNS use for the purpose of fame, fully mediated the relationship between desire for fame and NDSD. These results have implications for refining U&G and new media research.

Seeking help from weak ties through mediated channels: Integrating self-presentation and norm violation to compliance

Abstract Seeking help from weak ties via information communication technology (ICT) can be challenging. Drawing upon the self-presentation literature and norm violation theory, this study examines how the level of anticipated future interaction (AFI) with weak ties and the choice of channel for seeking help from them --- email, texting, and voicemail --- affect their compliance with these requests. Results from a between-subjects experiment (N = 398) show that self-presentational concern fully mediate the impact of AFI on compliance. Additionally, compared to email and texting, making such requests via voicemail is perceived as less normative, resulting in the reduced likelihood of compliance. These findings provide implications about using ICT to seek social support and promote pro-social acts.

Objective evaluation or collective self-presentation: What people expect of LinkedIn recommendations

Abstract Professional recommendations function to provide objective evaluations about job candidates and thereby should be expected to follow warranting principles. However, this expectancy can be compromised on LinkedIn. This study examines how individuals perceive the expectedness and the valence of LinkedIn recommendations that violate warranting principles. Results from a within-subjects experiment (N = 156) reveal that LinkedIn recommendations from the former supervisor were more expected and valenced more positively, compared to those from the former subordinate. In addition, nonreciprocal recommendations were valenced more positively than reciprocal recommendations, although they did not differ in their expectedness. These findings reveal how norms change depending on the context, and highlight LinkedIns nature of collective self-presentation and relationship management.