Individuals engage in various self-presentation tactics to present themselves in favorable ways. For the purpose of this study, the terms impression management and self-presentation will be used interchangeably as others have done so in the past (e.g., Leary & Kowalski, 1990 Lee, Quigley, Nesler, Corbett, & Tedeschi, 1999). Goffman (1959) believed that individuals not only try to convince others to see them as just, respectable, and moral individuals, but also that people want to maintain established positive impressions. One of the first authors to argue that interactions serve a function of presenting an image of the self was Goffman (1959), who asserted that people engage in strategic actions to create and maintain a desired image. The reciprocal relationship between interactions and self-identity is difficult to determine however, researchers examining self-presentation and impression management have been investigating this relationship for more than 5 decades (e.g., Goffman, 1959 Jones & Pittman, 1982 Leary, 1996 Pontari & Schlenker, 2006 Snyder, 1974). Symbolic interactionism captures the ongoing processes between one's self, one's social interactions, and their links to developing meaning ( Blumer, 1986).
These interactions shape people's views of themselves, which are then reflected in the ways they present themselves during interactions. Individuals spend most of their lives interacting with others. Finally, one's concerns for secondary goals (identity goals, interaction goals, personal resource goals, and arousal management goals) will be investigated as they relate to Facebook users' self-presentation tactics. The relationship between the personality traits of self-monitoring, Machiavellianism, and affinity-seeking will be examined and linked to individuals' concern for secondary goals. Goals-planning-action theory links personality traits to goals, which previous studies have not addressed ( Dillard, Anderson, & Knobloch, 2002). In an attempt to attain a better understanding, the current study examines how individuals' personality traits and concern for secondary goals impact self-presentation tactics employed on Facebook. Understanding how impression management functions in an online environment is imperative for researchers who are interested in the dynamics of modern interpersonal relationships.
Internet users visit social networking sites and create strategic profiles to influence how others perceive them. With social networking sites such as Facebook and twitter, and online dating sites like and eHarmony, individuals have the ability to create images of themselves for social purposes without being constrained by time or space. In a day and age where relationships are often initiated and maintained in online environments, the formation and management of online impressions has gained importance in recent years and become the subject of numerous studies (e.g., Ellison, Steinfield, & Lampe, 2007 Tong, Van Der Heide, Langwell, & Walther, 2008 Walther, Van Der Heide, Kim, Westerman, & Tong, 2008 Zhao, Grasmuck, & Martin, 2008).
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