A Study into the Correlation between Narcissism and Facebook Communication Patterns

Despite the usage of Facebook data by researchers for various types of personality analyses there has been no investigation into the "comment-liking" feature of Facebook. Two studies are performed which analyse the link between narcissism and users´ interactions on Facebook. Firstly, comment-liking activity is measured and this is compared to narcissism scores. Secondly, measures of promotional self-worth derived from the content analysis of users´ posts are also compared to narcissism scores. The results of the comparisons show that narcissistic behaviour is observable in the tendency of Facebook users to selectively respond to their Facebook friends´ comments while at the same time indulging in conversations lacking diversity and for the most part focusing on self-promotion.