Is there an explicit relation between the degree of self-disclosure and popularity on Facebook?
How the audience reacts to different type of content posted?
Is self-promoting on SNS a predictor of hedonic consumption?
Can brand and location affiliations increase popularity on the online environment?
I conducted various types of scientific research in order to find answers to all these questions. I used experiments, surveys, content analysis and also interviews. The information collected provided valuable data regarding what self-presentation strategies are being used on social media. Also, results showed how this is related with the buying behavior of users.
The results of the research are beneficial in advertising and psychology fields. Influencers can improve their strategy in creating, increasing and maintaining their community. Patterns found on demographic data can be valuable for companies when segmenting the target audience. Furthermore, it offers clues on how individuals are gratifying their needs through social media use. It also shows how self-presentation is influencing buying decisions. Theories of brand and location affiliations on social network, were also supported.
Above all, the framework can be easily replicated and personalized based on certain marketing or psychology goals.