The change in user and IT dynamics: Blogs as IT-enabled virtual self-presentation

Authors:
Jinyoung Min;Heeseok Lee
Affiliations:
Business School, Korea Advanced Institute of Science and Technology, 207-43, Cheongyangri-dong, Dongdaemoon-gu, Seoul 130-012, South Korea;Business School, Korea Advanced Institute of Science and Technology, 207-43, Cheongyangri-dong, Dongdaemoon-gu, Seoul 130-012, South Korea
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

Using the blogosphere as an enabling IT environment, this paper investigates how self-concept influences virtual self-presentation behavior and the use of IT artifacts. Self-presentation theory is adapted from the social psychology literature to develop a theoretical research model of virtual self-presentation. We tested the research model and hypotheses with data collected from 312 bloggers. Structural equation analysis of this data reveals a nomological net of self-concept leading to IT-enabled virtual self-presentation and the use of IT artifacts. Our findings provide a new perspective of users as heterogeneous individuals who have various self-concepts that change the sequence and dynamics among users, IT artifacts, and tasks. In contrast to traditional systems, in the social context of virtual self-presentation, users are the primary and essential drivers who determine vaguely defined tasks and systems.