Facebook Self-Presentational Motives: Daily Effects on Social Anxiety and Interaction Success

Using self-presentation theory as the framework, this research examined whether individuals’ social anxiety and interaction success were associated with their Facebook-specific self-presentation motives and their social competence. Specifically, social competence was examined as a moderator of the association between people's daily Facebook self-presentational motives—either their motivation to convey a positive (i.e., socially desirable) impression or their concern with conveying a negative impression—and either their daily (a) social anxiety or (b) interaction success. Multilevel models were used to analyze these daily associations. Results indicated that people reported greater interaction success on days when they reported greater positive Facebook self-presentation motivation and less negative Facebook self-presentation concern in conjunction with less social competence. Moreover, people reported greater negative Facebook self-presentation concerns on the day following reports of high social anxiety. These results illustrate an iterative process occurring between anxiety, Facebook self-presentation motivation, and interaction success.