Narcissistic Self-Googling: Now With Science!


Abstract
This paper investigates self–Googling through the monitoring of search engine activities of users and adds to the few quantitative studies on this topic already in existence. We explore this phenomenon by answering the following questions: To what extent is the self–Googlingvisible in the usage of search engines; is any significant difference measurable between queries related to self–Googling and generic search queries; to what extent do self–Googlingsearch requests match the selected personalised Web pages? To address these questions we explore the theory of narcissism in order to help define self–Googling and present the results from a 14–month online experiment using Google search engine usage data.

Contents

Introduction
Theory of narcissism
Research methodology
Analysis
Results
Discussion
Methodological shortcomings
Conclusion

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