Предпоставки за популярност и личен социален капитал във виртуалните социални мрежи
Factors for Personal Popularity and Social Capital in Virtual Social Networks

Summary/Abstract: Virtual social networks change the fabric of interpersonal communication and blur the boundaries between private and public. In this new reality, personal popularity plays an increasingly important role. The present study is focused on the factors for personal popularity and the social capital accumulated through popularity. To measure personal popularity and social capital in the virtual social networks, a scale was developed, which showed very good psychometric properties. It was, then, used as dependent variable in a theoretical model, whereas predictors served personality characteristics (the “big five” and self-esteem) and variety of behaviours in the net (information gathering, sharing experience, sharing opinions, communication, emotion-expression, artistic self-presentation). Artistic self-presentation and extroversion appeared to be the best predictors of personal popularity and social capital in the virtual social networks.

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