The effect of network characteristics on online identity management practices

Abstract

As online social networking permeates all aspects of personal and professional lives, users of social networking sites (SNSs) are more motivated than ever to manage their online identities to project a favorable impression of themselves to online audiences. This research builds on the boundary management perspective to gain a better understanding of online identity management practices by examining the relationship between characteristics of the online social network, including cognitive homogeneity and social tie variety and the use of identity management practices such as segmentation and self-enhancement. The proposed research model is tested using survey data. The findings suggest cognitive homogeneity is positively related to the use of both identity management practices, segmentation and self-enhancement, whereas social tie variety is positively related to segmentation, but not self-enhancement practices. We conclude with implications of the study results for research and practice, as well as a discussion of directions for future research.