Self-Affirmation of Narcissists on Social Media: A Study Proposing a New Method of Categorization on Facebook Ads

  • Mario Cassar
  • Amir Dabirian
  • Hoda Diba
  • Jirka Konietzny
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.


Self-affirmation Narcissism Social media Online marketing Facebook ads 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Mario Cassar
    • 1
  • Amir Dabirian
    • 2
  • Hoda Diba
    • 1
  • Jirka Konietzny
    • 1
  1. 1.Luleå University of TechnologyLuleåSweden
  2. 2.Royal Institute of TechnologyStockholmSweden

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