1- Introduction

2- Study 1

3- Study 2

4- General discussion

References

Study 1

The main goal of Study 1 is to examine the predictive validity of explicit references to personal distress in adolescents’ Facebook postings. In order to increase the frequency of encountering self-reported, actual distress, we did not limit recruitment of participants from the general adolescent population only, but also specifically recruited participants from youth-at-risk associations. In this study, the occurrence of explicit references to personal distress on Facebook was compared with external, well-established, self-report measures of psychological distress (i.e., depression, social rejection, and victimization of bullying).

Study 2

The first goal of Study 2 is to replicate Study 1 findings in a new and larger sample of Israeli adolescents. The second goal is to broaden the scope of Facebook activity features that could potentially add to the prediction of psychological distress. As documented in recent research, both general measures of psychological well-being (Burke & Kraut, 2016) as well as specific ones, such as depression (De Choudhury et al., 2013) have been found to leave digital footprints on a person’s social network activity. We therefore complement the top-down search for explicit distress references with a bottom-up search for Facebook activity features that are not rooted in traditional clinical assessment tools and definitions.

1- Introduction

2- Method

3- Results

4- Discussion

5- Conclusion

References

Abstract

Facebook and offline social comparisons have been associated with depressive symptoms, however no study has simultaneously examined comparison tendencies across both settings as predictors of depressive symptomology. Accordingly, this study investigated the difference between comparison orientation (tendency to make comparisons) and direction on Facebook and offline, and the predictive utility of these comparisons on depressive symptoms. A convenience sample of 181 young adults aged 18 to 25 years (Mage = 21.90 years, SD = 2.14; 51 males, 130 females) completed an online questionnaire measuring comparisons, depressive symptoms and Facebook use. Paired samples t-tests indicated that participants had higher comparison tendencies offline, CI [1.97, 4.18], d = 0.40, and had more negative comparison tendencies on Facebook, CI [−6.37, −2.58], d = 0.25. Hierarchical multiple regression indicated that offline orientation and negative direction predicted significant unique variance in depressive symptoms (2.6% and 9.4% respectively, f2 = 0.33), whilst Facebook orientation and direction did not. Findings indicate that Facebook comparison tendencies may simply reflect offline comparison tendencies, and that depressive symptoms may be a result of a general tendency to compare across both settings.

Introduction

There is a growing body of literature exploring the relationship between social networking site use and various mental health outcomes in young adults. One area of research examines the effect of engaging in social comparisons on social networking sites such as Facebook (Appel, Gerlach, & Crusius, 2016). The propensity to make social comparisons, and the direction of social comparisons, varies across individuals. Findings generally indicate that Facebook use encourages individuals to engage in social comparisons, and that these comparisons are typically negative and appear to lead to depressive symptoms (Appel et al., 2016; Seabrook, Kern, & Rickard, 2016). No studies however have looked at the differences between Facebook and offline social comparison strength and direction, or their relative contribution to depressive symptoms. Festinger (1954) proposed a social comparison theory positing that individuals compare their opinions and abilities with others in order to evaluate themselves. Social comparisons are conceptualised and measured in terms of orientation (Gibbons & Buunk, 1999) and direction (Allan & Gilbert, 1995). Social comparison orientation is defined as the tendency to make comparisons, with individuals higher in orientation more likely to make comparisons (Gibbons & Buunk, 1999). Social comparison direction is defined as the tendency to make either more positive or negative comparisons with oneself and others (Allan & Gilbert, 1995). Positive comparisons occur when individuals compare themselves with others who they perceive as inferior, and negative comparisons occur when individuals compare themselves with others who they perceive as superior.

1- Introduction

2- Method

3- Results

4- Discussion

References

Abstract

Intrasexual competition supports the acquisition of new mates and the maintenance of existing relationships. We investigated intrasexual competition in relation to Dark Triad traits (narcissism, Machiavellianism, and psychopathy) and intensity of Facebook use. Men (n = 61) and women (n = 164) completed measures assessing intrasexual competition (Buunk & Fisher, 2009), Dark Triad traits (Jones & Paulhus, 2014), and intensity of Facebook use (Ellison, Steinfield, & Lampe, 2007). Machiavellianism and psychopathy were positive predictors for endorsement of intrasexual competition. Narcissism and Facebook intensity did not predict intrasexual competition. Findings are discussed in relation to personality and mate competition.

Introduction

Intrasexual competition is a common sexual strategy, which functions to increase access to new partners and supports the maintenance of existing relationships. In humans, there is considerable within-sex variation in how competitive individuals are and the way in which people engage in competition. For example, gossip through social networks (Davis, Dufort, Desrochers, Vaillancourt, & Arnocky, 2017), or in online social media (Hendrickse, Arpan, Clayton, & Ridgway, 2017) are strategies that can be useful in intrasexual competition. Personality is another one important factor associated with competitive behaviour (Buunk, Bucksath, & Cordero, 2017; Goncalves & Campbell, 2014). In this brief report, we investigated intrasexual competition in relation to the Dark Triad personality traits (i.e., narcissism, Machiavellianism, and psychopathy) and intensity of Facebook use. The Dark Triad (Paulhus & Williams, 2002) is a widely researched personality constellation. The traits share a common core of manipulation and callousness (Jones & Figueredo, 2013) and influence a range of relationship types (Lyons, 2019). In particular, individuals at the higher end of the continuum have increased motivations for sexual partners (Lee et al., 2013), which appear to impact intrasexual competition (Carter, Montanaro, Linney, & Campbell, 2015). Each trait has been associated with a unique style of same-sex competition. For example, psychopathy is related to the use of deception (e.g., trying to impress a same-sex competitor by greeting an attractive member of the opposite sex; Jonason, Lyons, Baughman, & Vernon, 2014), as well as employing gossiping tactics that are aimed at damaging the reputation of the rival (Goncalves & Campbell, 2014). Narcissism has been connected to trying to outshine a competitor, and Machiavellianism to rude derogation of the competitor (Goncalves & Campbell, 2014). It is possible that social networking sites such as Facebook are also used as a forum for intrasexual competition (Wyckoff, Buss, & Markman, 2018). Social comparison and self-promotion are important features of social networking sites, especially amongst those who are younger or more intense users of these sites (Lee, 2014; Ozimek & Bierhoff, 2016). Aggressive behaviour such as cyberbullying and relational aggression are also commonplace online (Abell & Brewer, 2014; Slonje & Smith, 2008). Previous research demonstrates that relationship status influences men’s behaviour on such sites (McAndrew & Jeong, 2012), and attractiveness appears to influence the responses of other users (Wang, Moon, Kwon, Evans, & Stefanone, 2010). It is therefore possible that exposure to online promotion, comparison, and aggression encourages intrasexual competition. It is also plausible that those with an elevated drive for competition spend more time using these sites. Previous research has established sex differences in the intensity of Facebook use, indicating that women use it more than men do (Mcandrew & Jeong, 2012). Yet, it is not clear whether the sexes use social media differently as a tool in intrasexual competition, which is something that we will explore in this research. Furthermore, men tend to score higher than women on the Dark Triad instruments (Paulhus & Williams, 2002). However, rather than the sex of the individual, it is possible that the Dark Triad traits are more influential in intrasexual competition (Jonason et al., 2014). Therefore, we predict that irrespective of the sex of the participant, those high in the Dark Triad traits display greater levels of intrasexual competition.

1- Introduction

2- Methods

3- Results

4- Discussion Conflicts of interest

References

Abstract

This quantitative content analysis of over 4000 Facebook posts explores the connections between transcendence-related character strengths and emotions expressed on social media in response to Mark Zuckerberg’s pledge to give away 99% of his Facebook shares to charity. We found that (a) other-oriented hope was found in over half of the posts expressing hopeful thinking; (b) appreciation of moral beauty and excellence was the most prevalent moral emotion or character strength expressed in response to this prosocial act on Facebook; and (c) the presence of appreciation of moral beauty and excellence was positively correlated with the presence of hope, other-oriented hope, and spirituality. Implications of the study are discussed.

Introduction

On December 1st, 2015, Mark Zuckerberg and his wife, Pricilla Chan, posted a message on Facebook welcoming their daughter to the world. As a part of this message, Mark and Pricilla announced that they would donate 99% of their Facebook shares (about $45 billion) during their lifetime to create a better world for their daughter and the next generation. The letter, which was written to their daughter, described how they planned to create a better world, and it was shared, liked, and/or commented on by more than 2 million Facebook users. Additionally, many Facebook users posted about the act of generosity on their own Facebook walls, commented on messages about the event posted by both friends and media outlets, and responded to others’ posts about the donation. This overwhelming response to Zuckerberg and Chan’s donation pledge is an example of the way that social networks like Facebook provide a unique opportunity for individuals to be exposed to acts of kindness and generosity that may elicit self-transcendent emotions among users. Social exchanges through Facebook posts and comments can be value-laden and charged with emotions (i.e., Ferrara & Yang, 2015; Stieglitz & Dang-Xuan, 2013). These values and emotions can influence attitudes, emotions, beliefs, and behaviors of other Facebook users regardless of whether it is the content creator’s intention and can affect the offline world in discernable ways (i.e., Perloff, 2014; Laroche, Habibi, Richard, & Sankaranarayanan, 2012).

Digital entrepreneurs are usually presented as young, urban, well-educated individuals working for innovative start-ups. In sharp contrast with this “hipster” view, this research identifies digital subsistence entrepreneurs as a new type of entrepreneurs that recently appeared in developed countries. To do so, it investigates buy-and-sell activities on Facebook groups using a multi-method approach involving in-depth interviews, netnography, and participatory observation. The findings indicate that digital subsistence entrepreneurs’ activities pertain to survival entrepreneurship rather than transformative entrepreneurship. Nonetheless, they satisfy more than purely financial needs, also providing hedonic (spending time with family, creating), relational (meeting new people) and symbolic benefits (raising self-esteem, redefining roles at home and in society). This research also shows that subsistence entrepreneurs’ rebirth in developed countries is founded on the structural, cognitive and relational forms of social capital that are grounded in peer-to-peer platforms digital features. It thus offers interesting contributions and implications for public policy makers engaged in the regulation of the sharing economy.

Introduction

Since seminal work initiated by Schumpeter in the 30’s, various definitions of entrepreneurs have been discussed, generally involving the common idea of individuals exploiting market opportunities through innovation (e.g. Van Stel et al., 2005; Venkataraman, 1997). Within this rich literature, a specific stream of research on “digital entrepreneurship” has recently emerged to investigate research questions at the intersection of digital technologies and entrepreneurship (Nambisan, 2017). In this perspective, digital entrepreneurs are usually depicted as young, well-educated and urban opportunity-driven entrepreneurs, benefiting from influent social networks and a combination of up-to-date technical and business skills (Zaheer et al., 2018) and launching start-ups with the ambition to become the next Uber, AirBnb, Salesforce or Spotify. In sharp contrast with this hipster cliché, the present article adopts an original angle about digital entrepreneurs, by identifying digital subsistence entrepreneurs as a new type of entrepreneurs that recently appeared in developed countries. Digital entrepreneurship is defined as a form of entrepreneurship with an emphasis on leveraging new digital technologies, such as digital platforms (Parker et al., 2016) that match among producers and consumers and facilitate the exchange of goods and services. It may seem surprising at first glance to make bridges between digital and subsistence entrepreneurs as the latter usually trigger the contrasting image of poor micro-entrepreneurs selling rice cakes in India or any other developing country. Still, a recent study commissioned by France’s Ministry for the Economy and Financial Affairs shows that for 9% of sellers, the money made from selling on peer-to-peer (P2P) platforms can account for more than half of their income (DGE, 2015).

This study aims to identify consumers’ motives for visiting the Facebook page of a food retail chain. Data were collected using an online survey of 1208 members of the FB page of a Canadian food retail chain. The results show that respondents’ main motives are to obtain information on discounted items, consult recommended recipes, enter contests, and learn about new products available in-store. Analyses identify informative, dynamism, and enjoyment values as the most important motives that influence attitudes toward the food retail chain’s FB page. A further qualitative analysis of the FB pages of four supermarket chains supports these results.

Introduction

Social networking sites (SNSs) are electronic platforms that allow users to create their profiles, share photos, images and texts, and develop and maintain connections with other users. SNSs, such as Facebook, Twitter, LinkedIn and MySpace, have changed the way people/customers communicate with each other and with businesses (Dijkmans et al., 2015). They play an important role in everyday life and have undergone remarkable global expansion and growth (Gangadharbatla et al., 2012). Facebook is the leading social network platform, with 2.13 billion monthly active users worldwide as of December 2017 (Facebook, 2017). It is the second most trafficked website after Google.com (Alhabash et al., 2014). In 2013, 70% of Fortune 500 companies had a Facebook page and 96% of Fortune 500 companies in the specialty retail industry used Facebook (Barnes et al., 2013). Facebook is essential to social media marketing success (eMarketer, 2016). Almost all social media marketers (95.8%) believe FB generates the best ROI (eMarketer, 2016). Facebook is the preferred social media platform for business-to-customer relationships, LinkedIn is the most popular platform for business-to-business relations, and Twitter is the favourite among young people who value short communications (Gamboa and Gonçalves, 2014). Marketers have identified SNSs as important platforms that facilitate interactions between companies/brands and consumers, foster customer engagement, and develop social commerce, (Gangadharbatla et al., 2012; Ng, 2016; Pongpaew et al., 2017).

1- Introduction

2- Study 1: quantitative study

3- Study 2: qualitative

4- General discussion

References

Introduction 

Online social networking sites, such as Facebook (FB), are ubiquitous in society and have changed the way people interact. FB provides its 1.28 billion daily users (Facebook, 2017) with a personal profile and the ability to upload photos, access others’ profiles, accumulate friends, and interact with these friends through messaging, commenting on photos, status updates, wall posts and other applications. Adults aged 18-25 years encompass 23% of all FB users (Facebook, 2017) and a large proportion (32%) of undergraduate students spend over four hours a day on Facebook (Bicen & Cavus, 2011). Researchers have begun to investigate the potential for these changing interaction patterns to positively (or negatively) affect health behaviours of young adults, such as physical activity (PA). Regular PA is beneficial for health, physical and psychological wellbeing (Lee, Shiroma, Lobelo, Blair, & Katzmarzyk, 2012). The World Health Organization (2011) recommends that adults participate in 150 minutes of moderate PA per week, yet due to a decline in PA during the ages of 18 and 25 years young adults are not meeting PA guidelines (Kilpatrick, Hebert, & Bartholomew, 2005). One form of PA is exercise, which is planned, structured, and involves pursuit of a physical fitness objective(s) (Caspersen, 1985). Thus, an important focus within health psychology is to understand the factors that influence exercise motivation and behaviour, with recent interest growing in the potential role of social media, and FB in particular (e.g., Cavallo et al., 2014; Ellison, Steinfield, & Lampe, 2007; Mabe, Forney, & Keel, 2014). One framework to understanding the effects of FB use on exercise motivation is through Self Determination Theory (SDT; Deci & Ryan, 1985; Ryan & Deci, 2000), which examines the different types of motivation underlying exercise behaviour. First, SDT distinguishes between extrinsic and intrinsic motivation. Extrinsic motivation occurs on a continuum of less self determined (controlled) to more self-determined (autonomous) motivation.

This paper presents a study on communal coping processes on Facebook. In interviews (N = 68), participants describe their Facebook behavioral patterns they engaged in when coping once offline and a second time during an online tour through their personal Facebook page. This exploratory study concluded that users prefer to turn to specific Facebook groups in order to cope with a particular stressor. These groups can be small, including only people from their individual network, or larger, comprising several members, which may include unknown contacts. Focusing on communal coping processes in Facebook groups, results of content analyses show four types of communal coping: (1) individual coping (through social support), (2) delegated coping, (3) commerce of resources and (4) crossover of resources. The results indicate how communal coping occurs on Facebook.

Introduction

In July 2018, 2.34 billion people world-wide used Facebook on a regular basis and 1.47 billion users participated in daily activities on Facebook (Facebook, Q2/2018). In summer 2017, Facebook announced that in Germany 32 Million people were registered on Facebook. According to these numbers about 38% of the German population actively engage in this particular virtual environment. The Online Social Network (OSN) Facebook has become an integral part of the lives of many people influencing their engagement in culture and politics and their interaction with family and friends. Researchers world-wide recognize the urgency to explore Facebook’s influence on people’s social life and the consequences for their subjective well-being (Wilson, Gosling, & Graham, 2012). Also stress research needs to adapt to these societal changes and take into account Online Networks in order to determine how Facebook impacts people’s coping and perception of stress. Basically, Facebook offers its users the opportunity to maintain social connections in a virtual social environment. Research has demonstrated that social resources and prosocial behavior are essential parts of coping process (Buchwald, Schwarzer, & Hobfoll, 2004; Hobfoll, 1989; Lazarus & Folkman, 1984). Therefore, research is needed to examine how Facebook members integrate the virtual social dimension into their coping processes. The importance of this research field derives from the potential effects that interactions on Facebook may have on the individual. It is necessary to investigate and identify coping dynamics as well as resource loss and gain (Hobfoll, 1998) that may occur in the virtual environment.

Background: Previous studies have reported on positive and negative psychological outcomes associated with the use of social networking sites (SNSs). Research efforts linking Facebook use with depression and low self-esteem have indicated that it might be the manner in which people engage with the site that makes its use problematic for some people. The aim of the current study was to test a theoretical model of problematic Facebook use, using adult attachment style as the predictor variable of interest. Method: A cross-sectional design was employed wherein adult Facebook users (n = 717) completed measures of psychological distress, self-esteem, and adult attachment, in addition to measures of problematic Facebook use (i.e. social comparison, self-disclosures, impression management, & intrusive Facebook use). Data were analysed using hierarchical multiple regression and mediation analyses. Results: The results of this study indicated that attachment anxiety was predictive of all facets of problematic Facebook use, and that attachment avoidance was predictive of impression management, and social consequences of intrusive Facebook use. Further analyses confirmed the mediating influences of psychological distress and selfesteem on these relationships. Conclusions: Users of Facebook with higher levels of attachment insecurity may be gravitating towards the site in order to fulfil their attachment needs. This tendency is likely to be particularly prevalent for those individuals with low self-esteem who are experiencing psychological distress.

Background

Large and diverse networks of people are embracing the use of social networking sites (SNSs). Recent demographic reports have indicated that engagement with SNSs is being adopted by increasing numbers of adults across the lifespan [1, 2]. Without question, users are deriving benefits from these sites, as evidenced by their continued growth and popularity [3]. This assertion also has scientific support, with many studies purporting positive psychological outcomes associated with the use of SNSs, including enhanced self-esteem [4], increased social capital [5], identity formation [6], self-expression [7], and cognitive benefits related to executive functioning [8]. Engagement with SNSs can be considered problematic when their use is associated with negative psychological outcomes. Increased loneliness [9] and anxiety [10, 11], and decreased self-esteem [12] are just some of the outcomes to be linked to SNS use in recent years. However the most contentious and often debated relationship concerns that of Facebook use and depression. Undoubtedly, a relationship exists between these two variables, as reported by a range of cross-sectional studies conducted in the area [13–16], yet despite this, the nature and direction of the relationship remains unclear. A recent systematic review conducted in the area has identified four patterns of engagement with Facebook that are associated with depression; these are use of Facebook to engage in 1) social comparison, 2) impression management, 3) self-disclosures, and 4) intrusive use of Facebook (Flynn S, Summerville S, Sarma K: What is the real relationship between Facebook use and depression?, in preparation). A number of additional studies have also been identified which have found each of these patterns of responding to be associated with decreased self-esteem in some users of Facebook [12, 17, 18]. See Table 1 for an overview of these patterns of problematic Facebook use. Consistent with the suggestions of [19], the authors of this review argued that it is the manner in which people engage with Facebook relative to use of the site in general (e.g. as typically measured by time spent online), that is associated with negative outcomes in some users. However, the majority of studies that informed the findings of this review implemented cross-sectional methodologies, thus limiting the conclusions that can be drawn from these findings.

Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.

Introduction

Since Grohmann’s (2009) seminal work on brand gender, a growing stream of research on this topic has been developed. Brand gender refers to the individual personality traits associated with masculinity and femininity that are both applicable and relevant for brands, and comprises two independent and universal dimensions, masculine brand personality traits (MBP) and feminine brand personality traits (FBP) (Grohmann, 2009). In recent years, the relevance of brand gender for the success of a brand has been well documented in the branding literature. Research has shown that the positioning of a brand as either masculine or feminine can lead to critical consumer–brand-related responses (Azar, Aimé, & Ulrich, 2018; Grohmann, 2009; Lieven, Grohmann, Herrmann, Landwehr, & Tilburg, 2015; Ulrich, 2013; van Tilburg, Lieven, Herrmann, & Townsend, 2015), and ultimately influence consumer-based brand equity (CBBE) (Lieven, Grohmann, Herrmann, Landwehr, & van Tilburg, 2014; Lieven & Hildebrand, 2016). Although previous research has examined the main effects of brand gender on CBBE, showing that highly masculine and highly feminine brands generate greater CBBE, evidence on the underlying sources of this relationship is still scarce. The main aim of this study is to deepen understanding of the relationship between MBP, FBP and CBBE by analyzing the underlying mechanisms that account for the effects of MBP and FBP. Further, this study seeks to investigate the relationship between the two brand gender personality traits (i.e., MBP and FBP dimensions) and CBBE in the specific context of Facebook. This is particularly relevant since Facebook pages have become critical channels in brands’ marketing efforts (Brodie, Ilic, Biljana, & Hollebeek, 2013; Simon & Tossan, 2018). Indeed, firms are devoting an increasing portion of their marketing budgets to social media, and this investment should continue to grow (CMOsurvey.org, 2017). Facebook is the dominant global social media platform in terms of both number of active users (Statista, 2018a) and marketing investment; 84% of Fortune 500 companies have a Facebook brand page, with many having over one million fans (Statista, 2018b). Moreover, the link between brand gender personality traits and consumer responses to the brand on Facebook has not yet been empirically tested.

1- Introduction

2- Literature review

3- Method

4- Analysis and results

5- Discussion

References

Abstract

In this study, a content analysis was conducted with posts from American Cancer Society’s (ACS) Facebook page to explore the relationship between message relevance, source characteristics, and message features with the number of likes, comments, and shares received by them. Limited Capacity Model for Motivated Mediated Message Processing (LC4MP) was used as the theoretical foundation for the study. Findings showed that cancer-related posts received more likes, comments and shares than posts that were not related to cancer. Also, posts by the American Cancer Society received more likes, comments, and shares than other source categories. Findings also indicated that though message features were related to likes, comments, and shares, the nature of relationship and the role of different features varied with each measure. Overall, findings highlight the role of motivational activation through message factors in eliciting user response in social media environments.

Introduction

Cancer is one of the leading causes of death worldwide, and according to statistics compiled by the World Health Organization (2017), around 14 million new cases are diagnosed each year worldwide, and around 8.8 million people die from various forms of cancer annually. Beyond the effects on patients, cancer also impacts family members, friends, colleagues, etc., many of whom use digital communication technologies to seek social support and information to help better understand the disease, its effects, and how to cope. These technologies include smartphone apps (Pandey et al., 2013), internet search engines (De Choudhury et al., 2014), and social media platforms such as Facebook (Nabi et al., 2013). The versatile nature of the internet carries great promise for platforms for information dissemination, promotion, and communication that are accessible, cost-effective, and efficient. Social media in particular has become an important part of a growing number of individuals’ daily lives (Boyd and Ellison, 2007). Applying the Uses and Gratifications perspective, Baek et al. (2011) found motivations for using Facebook include informationsharing, convenient communication and entertainment, passing time, communicating with people with similar interests and backgrounds, indicating wants and needs to others, and promoting organizations and people. Research has shown people affected by cancer utilize social media in order to satisfy differing goals in context of the disease (Cavallo et al., 2014; Bender et al., 2011). In the context of health communication environments, this implies the potential of platforms such as Facebook to create digital spaces that may bring together various stakeholders such as organizations, experts, governments, and patients. Many individual users utilize social media such as Facebook for interpersonal communication for health-related purposes (Moorhead et al., 2013; Grajales et al., 2014).

In a highly digital world, the extensive information technologies (ITs) have shifted social relationships out of localized contexts and have dramatically reconfigured the way individuals create and develop their social networks. As IT and social landscape become inseparable, individuals’ self-conceptions and behavioral patterns have been pervasively challenged, giving way to “new concepts that embrace social-technological intertwinement,” and to derivative implications for people and communities (Carter and Grover, 2015, p. 391). It follows that new constructs and correlations are needed to interpret the dynamics of human behavior and, thus, the patterns of social networks development. In this front, both seminal and recent literature have posited that a milestone in the study of social networks is to explore and understand the interplay between similarity and social ties (Montoya et al., 2008; Mackinnon et al., 2011; Zhao et al., 2012; Zubcsek et al., 2014; Dunbaret al., 2015; Bahns et al., 2016, etc.). The overarching assumption is that similarity plays a very important role as it stands for the linchpin of relationships initiation and formation (Bahns et al., 2016), and at the same time, it is a propelling factor for online social networks development, be they offline or online (Crandall et al., 2008; Lewis and Wimmer, 2010). Given the wide array of definitions and research directions on social network development, hereinafter, we will refer to it pursuant to Collin et al.’s (2011) dimensions, namely, strengthening and building communities over time, strengthening existing relationships, reinforcing sense of belonging and collective identity, developing new relationships, creating convergence of online and offline spaces. These dimensions are in accordance with Scott’s (2000) parameters of social network development, namely: size, intensity (i.e. an indicator of the relationship strength and closeness to a social network), durability (i.e. the activation degree of a social relationship), density (i.e. the level of interconnectedness within a social network) and dispersion (i.e. indicator of the existence of various social groups within a network, e.g. from both online and offline environments). Even though similarity is deemed to play a key role in achieving a better awareness of the interaction and communication patterns defining peers relationships in social networks, few studies have approached it within integrative and interdisciplinary frameworks, as Gehlbach et al. (2016, p. 343) clearly stated: “as compelling and robust as the similarity-relationship research is, important scientific and applied gaps plague our understanding of these associations.” Moreover, the authors underline that their study is the first experimental investigation addressing actual similarities as a means to developing ongoing relationships and, thus, “striving to contribute to the scientific theories linking similarity and relationships” (Gehlbach et al., 2016, p. 343). Likewise, Mackinnon et al. (2011) claimed the same research gap, affirming that “though it is well-documented that people are more likely to be in relationships with similar others, scant research has examined how this general tendency plays out in day-to-day social situations.” In this respect, the authors urge that this phenomenon has “profound implications worthy of further pursuit” (p. 880).