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Narcissists’ perceived compatibility with social media content: The moderating role of psychological capital

Author

Listed:
  • Wright, Benjamin K.

    (Kogod School of Business, USA)

  • Webster, Brian D.

    (Miller College of Business, USA)

  • Syed, Imran

    (Miller College of Business, USA)

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.

Suggested Citation

  • Wright, Benjamin K. & Webster, Brian D. & Syed, Imran, 2022. "Narcissists’ perceived compatibility with social media content: The moderating role of psychological capital," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(4), pages 318-332, March.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:9:i:4:p:318-332
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    More about this item

    Keywords

    social media marketing; digital marketing; narcissism; psychological capital; organisational image;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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