Predicting selfie-posting behavior on social networking sites: An extension of theory of planned behavior

Over the past few years, a notable trend has emerged in social networking sites (SNSs). With the growing popularity of image-based SNSs such as Instagram, users increasingly communicate and present themselves by posting photographs they take of themselves (“selfies”). As the phenomenon of selfies becomes widespread across a range of SNSs as a unique means of self-presentation, an interesting question arises, what makes people post their selfies on SNSs. To delve into this rising issue, the present study investigates the antecedents of selfie-posting behavior on SNSs by applying and extending Ajzen's Theory of Planned Behavior (TPB). A conceptual model, which is primarily drawn from the TPB and incorporates narcissism as an additional antecedent, is proposed and empirically tested. Results show that attitude toward selfie-posting, subjective norm, perceived behavioral control, and narcissism are the significant determinants of an individual's intention to post selfies on SNSs. Further, one's selfie-posting behavior on SNSs is significantly predicted by his or her intention to post selfies. Implications of the findings are discussed with suggestions for future research. •Drawing from TPB, a model predicting selfie-posting on SNSs is proposed and tested.•Attitude, subjective norm and behavioral control influence selfie-posting intention.•Narcissism influences selfie-posting intention.•Intention in turn predicts actual selfie-posting behavior.