Extending the Dual Factor Model of Facebook Use: Social motives and network density predict Facebook use through impression management and open self-disclosure

This study tests the Dual Factor Model of Facebook Use (Nadkarni & Hofmann, 2012), which posits that individuals use Facebook to fulfill belongingness and self-presentation needs. Furthermore, it extends the original dual-factor model to include perceptions of network density to predict Facebook self-expression and use. In a cross-sectional online study (N = 312, 67% female), participants completed measures of their frequency of Facebook use, open self-disclosure and strategic impression management on Facebook, perceived density of their Facebook networks, and general belongingness and self-presentation motives. Self-monitoring, indicating the need to self-present, was positively related to Facebook use via strategic impression management and open self-disclosures. There was no overall correlation between need to belong and frequency of Facebook use, however this finding was qualified by divergent direct and indirect effects. Need to belong predicted increased Facebook use through strategic impression management and decreased Facebook use both directly and via open disclosure. Finally, network density predicted greater Facebook use through open disclosure. Results provide initial support for the extended Dual Factor Model, but also highlight the relevance of specifying the structural nature of one's network and types of Facebook use. Amendments to, and further developments of, the model are discussed.