Television as a Moderator Between Narcissism and Self-Promoting Behavior on Facebook

  • Asghar Ali Shah International Islamic University Islamabad
  • Mujeem M Bhatti International Islamic University Islamabad
  • Ahmad A Ansari International Islamic University Islamabad
  • Basharat Hussain International Islamic University Islamabad
  • Gulshan Tara Islamia College Peshawar
Keywords: narcissism, Facebook, self-promoting behavior, time spent on tv


There is a debate going on in the present literature that how narcissism predicts several behaviors on social networking sites but the search for potential moderators of that relationship was not given much attention. A survey that assesses narcissism, time spent on TV and self-promoting behavior on Facebook was conducted with 151 undergraduate and post graduate students. Our finding indicates that narcissism and time spent on TV has significant positive relationship with self-promoting behavior on Facebook. The relationship between narcissism and self- promoting behavior is found to be significantly moderated by time spent on TV. The findings are discussed in the context of learning self-enhancing through exposure to TV programs and imitating that behavior for self-regulation by narcissistic individuals through social media.