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Narcissists’ perceived compatibility with social media content: The moderating role of psychological capital
Journal of Digital & Social Media Marketing,
9
(4),
318-332
(2022)
Abstract
This paper examines the responses of narcissists to social media content that conveys narcissistic qualities. Drawing from the literature on person–organisation fit, the study hypothesises that personality congruence between the individual and the content of a social media post will be associated with a favourable perception of the organisation’s image. Moreover, it suggests that narcissists with high levels of psychological capital perceive more favourable images of the organisation. A sample of 445 participants viewed the experimental manipulation and completed measures of narcissism, psychological capital, organisational image and person–organisation fit. Results from the study highlight the importance of understanding the congruence between consumer and organisational characteristics when forming organisational perceptions, and hence the importance of considering both ‘dark’ and ‘positive’ psychological traits simultaneously when examining attitudes and perceptions.
Keywords: social media marketing; digital marketing; narcissism; psychological capital; organisational image
The full article is available to subscribers to the journal.
Author's Biography
Benjamin K. Wright is a professorial lecturer in the Department of Marketing in the Kogod School of Business, Department of Marketing at American University. His research interests focus on the use of marketing and branding strategies, notably the impact of social media platforms on branding initiatives and marketing-driven organisational outcomes. He received his PhD from Indiana University.
Brian D. Webster is an Associate Professor of Management at Ball State University. His research examines individual differences, career choice, recruitment and selection, and scale development. He received his PhD from Oklahoma State University.
Imran Syed is an Assistant Professor of Management at Ball State University. His research interests include the impact of individual difference variables such as passion, grit and personality on new venture initiation and venture performance. He received his PhD from Oklahoma State University.
