Impressions on Social Networking Sites: Examining the Influence of Frequency of Status Updates and Likes on Judgments of Observers

ABSTRACTThis study explores how the number of status updates and markers of approval on social networking site profiles affect observers’ impressions of a profile owner’s personality and character. Using signaling theory and Brunswik’s lens model, the broader aim of this study was to examine whether the presentation of content on profiles affects inference making of the profile owner’s character. An experimental design was employed among college students to test whether the frequency of status updates and “Likes” on those updates affect initial impressions of a profile owner’s psychological state and social skills deficits and in turn later appraisals of attractiveness and credibility. The findings indicated that fewer status updates on a profile led to judgments of the profile owner as more depressed and socially unskilled than owners who post status updates more frequently. Impressions concerning depression and social skills deficits biased later judgments of the owner’s attractiveness but not credibility.