Understanding Self‐Effects in Social Media

The aim of this article is to improve understanding of self‐effects in social media, and to compare self‐effects with reception effects. Self‐effects are the effects of messages the cognitions, emotions, attitudes, and behaviors of the message creators/senders themselves. A total of 4 theories have tried to explain self‐effects in offline environments: self‐persuasion, self‐concept change, expressive writing, and political deliberation. The article reviews research into online self‐effects that evolved from each of these theories, and argues why self‐effects may be stronger online than offline. Based on this review, a model is introduced that helps explain how online self‐ and reception effects may coalesce and amplify each other. The article ends by presenting some suggestions for future research.