Facebook Usage: How Narcissism, Loneliness and Wellbeing are Expressed

Facebook currently has 3.07 billion active users (Kepios, 2025) and is associated with psychological variables such as narcissism, loneliness, and well-being. Narcissism is reflected in idealized self-presentation and the pursuit of validation (Buffardi, 2011; Blachnio et al., 2016), whereas loneliness is linked to compensatory use and social seeking (Song et al., 2014; Rubin, 2002). The impact on well-being is mixed, potentially enhancing social support or lowering life satisfaction (Burke & Kraut, 2016; Grieve et al., 2013). This study examined associations between Facebook use, narcissism, loneliness, well-being, self-esteem, and extraversion in 214 adults from Ecuador, the United States, and Norway through online surveys. Ecuadorian participants reported greater Facebook use and higher levels of narcissism and subjective well-being. Narcissism was the main predictor of Facebook use, while loneliness, well-being, self-esteem, and extraversion showed no significant effects. These findings underscore the importance of considering cultural and psychological factors in understanding social media behavior.