Narcissists’ Perceived Compatibility with Social Media Content: The Moderating Role of Psychological Capital

This study examines how narcissists respond to social media content that reflects narcissistic traits. Drawing from person–organisation fit theory, it hypothesizes that personality congruence between individuals and social media posts leads to more favorable perceptions of the organization's image. Additionally, the research suggests that narcissists with high levels of psychological capital perceive the organization's image more favorably. A sample of 445 participants viewed experimental content and completed measures of narcissism, psychological capital, organizational image, and person–organization fit. The findings underscore the importance of aligning consumer and organizational characteristics when forming organizational perceptions, highlighting the need to consider both 'dark' and 'positive' psychological traits simultaneously.