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  • Μικρογραφία εικόνας
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    The effect of psychological factors on online self-presentation: a systematic literature review
    Milionis, Alexandros D.; Μηλιώνης, Αλέξανδρος; Athens University of Economics and Business, Department of Marketing and Communication; Skarmeas, Dionysios; Indounas, Konstantinos; Karantinou, Kalipso
    Self-presentation is a term that has been around for a while, however when combined with the online digital environment of our era it creates a contemporary topic that researchers have been looking into mainly the last decade. This review focuses on the total of psychological factors affecting online self-presentation, requiring a very meticulous and exhaustive search process, hence the methodology of systematic literature review was selected. It essentially produces an academic guide containing all the necessary information and findings on the topic. It synthesizes all relevant studies regarding online self-presentation, analyse them, and provide findings regarding their demographics, methodologies and variable relationships examined. The review comprises of five main chapters: introduction, literature review, methodology, results, and conclusion. The literature review chapter maintains a gateway role, as it enlightens the reader about the basic elements of the topic. The methodology chapter presents the way the research question was formed via the implementation of the PICO framework. The whole literature search method for relevant studies is presented, together with the inclusion and exclusion criteria, accompanied by the process of relevance appraisal, data extraction and synthesis, all according to the standards set by the PRISMA guidelines. The analysis produced five big thematic groups, according to the independent variables of the studies. These five thematic groups refer to the concepts of: big five personality traits, the dark triad, negative affectivity, motives & strategies, and finally cognition. The results showcase that all thematic groups significantly influence how social network sites users present themselves online and the frequency in which they use and interact with social network sites.