"The book of many faces": Examining the impact of attachment anxiety, self-esteem and gender on Facebook self-presentation

Abstract

Background: Facebook is considered a global consumer phenomenon whose use noted explosive growth the recent years. Research regarding attachment style and Facebook use suggests that Facebook is primarily used to serve attachment needs. However, the examination of promoting self-presentation on Facebook from an attachment theory perspective is rather new. Aim: The aim of the present study was twofold: first, to investigate the relationship among attachment anxiety, self-esteem, gender and Facebook self-presentation; second, to investigate and identify the unique contribution of attachment anxiety in promoting self-presentation after controlling for the possible effects of self-esteem, age and gender. Method: An online anonymous survey among Greek participants (N = 248; F/M: 178/70; mean age: M=25.08. SD=7.12) was conducted. The self-completed anonymous battery of questionnaires included: the Experiences in Close Relationships-Revised; the Rosenberg Self-Esteem Scale; and the Facebook Self-presentation Scale. Results: Results revealed a significant predictive capacity of attachment anxiety (38.2%0 in explaining online self-presentation and a smaller yet significant contribution of self-esteem (13%) as well as gender and age (5.7%). Conclusion; Significant gender differences emerged in self-presentational strategies and attachment anxiety appeared to be strongly associated with online self-promotion. Consequently, the online self-portrayal seems to get shaped through attachment experiences and affective needs.