Praising ‘me’ or ‘we’? Different types of self-promotion and career success

Self-promotion, widespread in the workplace, has received extensive attention from scholars. However, due to the narrow one-dimensional structure of traditional self-promotion and the limitations of theoretical thinking, its antecedents and consequences are still unclear. Therefore, we propose a new pair of self-promotion behaviors (sole self-promotion and joint self-promotion), and develop the measures based on a more grounded definition of self-promotion. In phase 1, we developed the scales of sole self-promotion and joint self-promotion (sample 1), and assessed their psychometric properties (i.e., content validity, factor structure, and reliability) by using two samples (samples 2 and 3). In phase 2, using three-wave data (sample 4) with two sources (employees and coworkers), we tested the overall model based on social comparison theory, examining the antecedents and consequences of sole and joint self-promotion, and exploring the different effects of these two behaviors on career success. Overall, our research offers new insight into self-promotion research and provides a useful tool to evaluate employee self-promotion. Implications for theory and practice, and suggestions for future research are discussed.