To share or not to share? The roles of false Facebook self, sex, and narcissism in re-posting self-image enhancing products

Drivers of sharing third-party advertisements (re-posting) for self-image enhancing products (e.g., a new iPhone) on social media are not fully understood. We posit that one key motivation to do so, is to build and maintain a false-self on social media that is more desirable and shelters the person from the vulnerable “true” self. That is, users who seek to build and maintain a false-self on social media will be more likely than others to …