The change in user and IT dynamics: Blogs as IT-enabled virtual self-presentation

Using the blogosphere as an enabling IT environment, this paper investigates how self-concept influences virtual self-presentation behavior and the use of IT artifacts. Self-presentation theory is adapted from the social psychology literature to develop a theoretical research model of virtual self-presentation. We tested the research model and hypotheses with data collected from 312 bloggers. Structural equation analysis of this data reveals a nomological net of self-concept leading to IT-enabled virtual self-presentation and the use of IT artifacts. Our findings provide a new perspective of users as heterogeneous individuals who have various self-concepts that change the sequence and dynamics among users, IT artifacts, and tasks. In contrast to traditional systems, in the social context of virtual self-presentation, users are the primary and essential drivers who determine vaguely defined tasks and systems.

► We investigate how self-concept influences the virtual self-presentation behavior.
► We tested the research model and hypotheses with data collected from 312 bloggers.
► Self-concept affects IT-enabled virtual self-presentation and the use of IT artifacts.
► Our findings provide the new perspective of heterogeneous IT user concept.