Adult attachment and profile images on Chinese social networking sites: A comparative analysis of Sina Weibo and WeChat

Research on the association between attachment and profile images posted on social networking sites (SNSs) has been limited to Facebook and the results have been inconsistent. The current research further considered the link between attachment theory and impression management theory to improve understanding of the relationship. In addition, two large SNSs in China, Sina Weibo and WeChat, were compared. Results show that compared to securely attached individuals, insecure users of both Sina Weibo and WeChat are more likely to use a dyadic photo of themselves and their romantic partner as their profile image. This effect also emerges when using observer codes for participants’ profile images. However, compared to avoidant WeChat users, avoidant Sina Weibo users are more likely to use a dyadic profile image of themselves with their partner. This type of SNS can moderate the relationship between attachment avoidance and posted profile images, but not the relationship between attachment anxiety and profile images. Finally, explanations of attachment as a predictor, the moderating effect of the type of SNS, limitations of the current study, implications, and areas for future research are discussed. •Attachment anxiety and avoidance can positively predict dyadic image use on SNS.•Avoidance has stronger ability to predict dyadic image use on Weibo than WeChat.•Type of SNS can’t moderate the relationship between anxiety and dyadic image use.