Results

A series of regression analyses (enter method) were computed to test whether the Big Five personality traits and narcissism could predict
motivations for writing blogs separately for the 3 unique blog audiences (parents/teachers, strangers and friends).
Emotional outlet (parents/teachers)
Conscientiousness, emotional stability and narcissism explained 16.1% (adjusted R2 = .138) of the variance in predicting blogging as an
emotional outlet when parents/teachers were included in the audience (F (6, 219) = 7.03, p<0.001). Conscientiousness (Beta = -.141, t = -2.06,
p<0.05), emotional stability (Beta = -.215, t = -3.02, p<0.01) and narcissism (Beta = .337, t = 4.15, p<0.001) were significant predictors in the
model. Bloggers scoring higher in narcissism, but lower in conscientiousness and emotional stability were more likely to be motivated to write a
blog as an emotional outlet when parents/teachers were included in the audience.
Emotional outlet (strangers)
Conscientiousness, openness and narcissism explained 9.1% (adjusted R2 = .066) of the variance in predicting blogging as an emotional outlet
when strangers were included in the audience (F (6, 216) = 3.60, p<0.01). Conscientiousness (Beta = -.175, t = -2.43, p<0.05), openness (Beta
= .144, t = 2.19, p<0.05) and narcissism (Beta = .290, t = 3.43, p<0.01) were significant predictors in the model. Bloggers scoring higher in
narcissism and openness, but lower in conscientiousness were more likely to be motivated to write a blog as an emotional outlet when strangers
were included in the audience.
Emotional outlet (friends)
Conscientiousness and narcissism explained 11.1% (adjusted R2 = .086) of the variance in predicting blogging as an emotional outlet when
friends were included in the audience (F (6, 214) = 4.44, p<0.001). Conscientiousness (Beta = -.159, t = -2.23, p<0.05) and narcissism (Beta = .
368, t = 4.34, p<0.001) were significant predictors in the model. Bloggers scoring higher in narcissism, but lower in conscientiousness were
more likely to be motivated to write a blog as an emotional outlet when the friends were included in the audience.
Social networking (parents/teachers)

Agreeableness and narcissism explained 18.2% (adjusted R2 = .159) of the variance in predicting blogging for social networking when
parents/teachers were included in the audience (F (6, 218) = 8.07, p<0.001). Agreeableness (Beta = .194, t = 3.08, p<0.01) and narcissism (Beta
= .205, t = 2.56, p<0.05) were significant predictors in the model. Bloggers scoring higher in narcissism and higher in agreeableness were more
likely to be motivated to write their blog for social networking when parents/teachers were included in the audience.
Social networking (strangers)
Agreeableness explained 7.2% (adjusted R2 = .046) of the variance in predicting blogging for social networking when strangers were included in
the audience (F (6, 216) = 2.802, p<0.05). Agreeableness (Beta = .227, t = 3.37, p<0.01) was the only significant predictor in the model.
Bloggers scoring higher in agreeableness were more likely to be motivated to write their blog for social networking when strangers were
included in the audience.
Social networking (friends)
Agreeableness, openness and narcissism explained 11.4% (adjusted R2 = .089) of the variance in predicting blogging for social networking when
friends were included in the audience (F (6, 213) = 4.55, p<0.001). Agreeableness (Beta = .191, t = 2.87, p<0.01), openness (Beta = .129, t =
1.99, p<0.05) and narcissism (Beta = .198, t = 2.33, p<0.05) were significant predictors in the model. Bloggers scoring higher in narcissism,
higher in agreeableness and higher in openness were more likely to be motivated to write their blog for social networking when friends were
included in the audience.
Personal revelation (parents/teachers)
Extraversion, agreeableness, conscientiousness and narcissism explained 12.5% (adjusted R2 = .101) of the variance in predicting blogging for
personal revelation when parents/teachers were included in the audience (F (6, 218) = 5.19, p<0.001). Extraversion (Beta = -.200, t = -2.54,
p<0.05), agreeableness (Beta = .170, t = 2.61, p<0.05), conscientiousness (Beta = -.147, t = -2.10, p<0.05) and narcissism (Beta = .362, t = 4.36,
p<0.001) were significant predictors in the model. Bloggers scoring higher in narcissism and agreeableness, but lower in conscientiousness and
extraversion were more likely to be motivated to write a blog for personal revelation when parents/teachers were included in the audience.
Personal revelation (strangers)

Emotional stability and narcissism explained 7.9% (adjusted R2 = .054) of the variance in predicting blogging for personal revelation when
strangers were included in the audience (F (6, 216) = 3.09, p<0.01). Emotional stability (Beta = .214, t = 2.86, p<0.01) and narcissism (Beta = .
281, t = 3.29, p<0.01) were significant predictors in the model. Bloggers scoring higher in emotional stability and higher in neuroticism were
more likely to be motivated to write a blog for personal revelation when strangers were included in the audience.
Personal revelation (friends)
Agreeableness and narcissism explained 11.3% (adjusted R2 = .088) of the variance in predicting blogging for personal revelation when friends
were included in the audience (F (6, 213) = 4.50, p<0.01). Agreeableness (Beta = .146, t = 2.19, p<0.05) and narcissism (Beta = .349, t = 4.12,
p<0.001) were significant predictors in the model. Bloggers scoring higher in narcissism and higher in agreeableness were more likely to be
motivated to write a blog for personal revelation when friends were included in the audience.
Creative outlet (parents/teachers)
Agreeableness, openness and narcissism explained 16.7% (adjusted R2 = .144) of the variance in predicting blogging as a creative outlet when
parents/teachers were included in the audience (F (6, 218) = 7.27, p<0.001). Agreeableness (Beta = .134, t = 2.11, p<0.05), openness (Beta = .
267, t = 4.26, p<0.001) and narcissism (Beta = .232, t = 2.87, p<0.01) were significant predictors in the model. Bloggers scoring higher in
narcissism, higher in agreeableness and higher in openness were more likely to be motivated to write a blog as a creative outlet when
parents/teachers were included in the audience.
Creative outlet (strangers)
Emotional stability, openness and narcissism explained 12.6% (adjusted R2 = .101) of the variance in predicting blogging as a creative outlet
when strangers were included in the audience (F (6, 216) = 5.17, p<0.001). Emotional stability (Beta = .198, t = 2.71, p<0.01), openness (Beta =
.265, t = 4.11, p<0.001) and narcissism (Beta = .177, t = 2.13, p<0.05) were significant predictors in the model. Bloggers scoring higher in
narcissism, higher in emotional stability and higher in openness were more likely to be motivated to write a blog as a creative outlet when
strangers were included in the audience.
Creative outlet (friends)

Openness and narcissism explained 17% (adjusted R2 = .147) of the variance in predicting blogging as a creative outlet when friends were
included in the audience (F (6, 213) = 7.88, p<0.001). Openness (Beta = .348, t = 5.51, p<0.001) and narcissism (Beta = .201, t = 2.45, p<0.05)
were significant predictors in the model. Bloggers scoring higher in narcissism and higher in openness were more likely to be motivated to write
a blog as a creative outlet when friends were included in the audience.
Selective disclosure (parents/teachers)
Agreeableness and narcissism explained 11.4% (adjusted R2 = .090) of the variance in predicting blogging for selective disclosure when
parents/teachers were included in the audience (F (6, 218) = 4.67, p<0.001). Agreeableness (Beta = .129, t = 1.97, p<0.05) and narcissism (Beta
= .360, t = 4.31, p<0.001) were significant predictors in the model. Bloggers scoring higher in narcissism and higher in agreeableness were more
likely to be motivated to selectively disclose within their blog when parents/teachers were included in the audience.
Selective disclosure (strangers)
Narcissism explained 6.2% (adjusted R2 = .036) of the variance in predicting blogging for selective disclosure when strangers were included in
the audience (F (6, 216) = 2.39, p<0.05). Narcissism (Beta = .271, t = 3.15, p<0.01) was the only significant predictor in the model. Bloggers
scoring higher in narcissism were more likely to be motivated to selectively disclose within their blog when strangers were included in the
audience.
Selective disclosure (friends)
Narcissism explained 6.2% (adjusted R2 = .036) of the variance in predicting blogging for selective disclosure when strangers were included in
the audience (F (6, 216) = 2.39, p<0.05). Narcissism (Beta = .271, t = 3.15, p<0.01) was the only significant predictor in the model. Bloggers
scoring higher in narcissism were more likely to be motivated to selectively disclose within their blog when friends were included in the
audience.

Appendix A
EOP

EOS

EOF

Agreeableness
Conscientiousnes

s
Openness

SNP

SNS

SNF

PRP

+
-

PRS

PRF

Extraversion

COP

COS

COF

SDP

SDS

SDF

Emotional

stability
Narcissism

+
+

+
+