Self-presentation strategies on LinkedIn

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PARTICIPANT INFORMATION SHEET

Self-presentation strategies on LinkedIn

STUDY BACKGROUND

We are conducting a research study to better understand what makes posts on LinkedIn appealing and engaging to users. LinkedIn is widely used for professional networking, career development, and personal branding, but relatively little is known about how different styles of self-presentation are perceived by other users. The purpose of this research is to explore how LinkedIn users respond to different self-presentation strategies in posts. Self-presentation refers to the ways in which individuals portray themselves online, for example highlighting achievements, sharing personal stories, expressing opinions, or demonstrating expertise. We are particularly interested in identifying whether certain types of self-presentation are viewed more favourably than others. This study aims to examine how different approaches influence perceptions such as credibility, likability, and engagement.

WHAT WILL YOU NEED TO DO?

In this study, you will be presented with four LinkedIn posts that focus on different areas of working life, for example announcements about a promotion, personal stories, or reflections on recent workplace developments. In these posts, all names of organisations have been removed to protect anonymity. You will be asked to provide a baseline rating of your impressions of all these posts on several domains, including how relatable, appealing, professional, and articulate you believe them to be. Following this, you be asked to read a list of “top tips for writing engaging LinkedIn posts” and then asked to rate the same posts once again.

WHO IS ELIGIBLE TO TAKE PART?

To participate in this study, you must be at least 18 years of age and a member and regular user of LinkedIn. For the purpose of this study, we define a regular user as someone who engages with the site at least once a fortnight.

HOW LONG WILL THE STUDY LAST?

The study should take approximately 30 minutes to complete in full.

ARE THERE ANY RISKS OF TAKING PART?

As a LinkedIn user, the types of posts you will be asked to rate will be similar to those you will likely come across yourself on the site. Thus, we do not anticipate any psychological risks beyond those you might experience in your daily life. If you feel uncomfortable about the idea of rating other people’s LinkedIn posts, you may prefer not to participate.

RISKS AND BENEFITS

If you feel distressed or upset as a result of taking part in the study, the following free services might be helpful. Please note that if you are based outside of the UK, you may need to seek support from a service within your own country.

Mind

This service provides advice and support to empower anyone experiencing a mental health problem, you can contact them 24/7.

Website: https://www.mind.org.uk/

Helpline: 0300 123 3393

Email: [email protected]

The Samaritans

Contact a Samaritan if you need someone to talk to. Whatever you're going through, you can call the helpline at any time, from any phone for free.

Website: https://www.samaritans.org/

Helpline: 116123

Email: [email protected]

There are no physical or monetary benefits linked to study participation.

YOUR RIGHT TO WITHDRAW AND WITHHOLD INFORMATION

In line with the regulations outlined by the British Psychological Society (BPS), you can stop participating in the study at any time without explanation. You are still entitled to the same benefits as an individual who completes the study. You may also withdraw your data after completing the study but must do this before 31/08/2026, after which point your data will have been pooled for analysis. Please see the contact details below if you wish to withdraw before this date. You will be asked to create an anonymous code at the beginning of the study and you will need to quote this in your correspondence. During the study, you also have the right to omit or refuse to answer or respond to any question that is asked of you. You can also withdraw from the study while you are completing it by closing the browser / exiting the study.

YOUR RIGHT TO CONFIDENTIALITY/ANONYMITY

The study involves a collection of certain personal information i.e. age and gender. No other identifiable information will be stored. All data will be stored in accordance with Birmingham City University’s (BCU) Data Protection Policy. If you wish to raise concerns about how your personal data is used, you can contact the Data Protection Officer at: Data Protection Officer, Information Management, Legal Services, Joseph Priestley Building, Cardigan Street, Birmingham, B4 7BD, email [email protected], call +44 (0)121 202 4597. You can also complain directly to the Information Commissioner at Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, further information available at www.ico.org.uk

WHO IS ORGANISING THE RESEARCH?

Please contact Dr Chris Fullwood at [email protected] if you have any questions or would like to withdraw from the study. This study was approved by the Health and Life Sciences Subject Group Ethics & Integrity Committee. Any concerns or complaints about the research should be directed to SGREIC_HealthLifeSciences@bcu.ac.uk

PARTICIPANT CONSENT FORM

Self-presentation strategies on LinkedIn

BRIEF SUMMARY OF PROJECT

This project aims to investigate attitudes towards different self-presentation strategies on LinkedIn. You will be presented with six LinkedIn posts focusing on different areas of working life and asked to provide a baseline rating of your impressions of these posts on several domains, including how relatable, appealing, professional and articulate they are. You will then be asked to read a list of “top tips for writing engaging LinkedIn posts” and required to rate the same posts once again.

In order to participate in this study, we need to ensure that you understand the nature of the research, as outlined on the Participant Information Sheet. Please tick the boxes to indicate that you understand and agree to the following conditions.

I confirm that I have read the information sheet for this study. I have had the opportunity to consider the information, ask questions and have had these answered satisfactorily.

I understand that in order to take part in this study, I should be at least 18 years old and a regular user of LinkedIn.

I understand that this project will deal with attitudes towards LinkedIn posts relating to different aspects of working life and I should not participate if I believe this will cause me distress.

I understand that personal data about me will be collected for the purposes of the research study including age and gender, and that these will be processed in accordance with the information sheet.

I understand that my participation is voluntary and that I am free to withdraw at any time until 31^st August 2026 without giving any reason

I understand that my data is anonymous and will only be stored on secure Birmingham City University servers for up to 10 years.

I understand that my deidentified and anonymous data will only be used by the investigators as part of this study and that there is a possibility this research will be presented at conferences or published in journal publications

I agree to take part in this study

PLEASE CREATE A PERSONAL IDENTIFIER CODE:

This should be made up of the first two letters of the street you grew up on followed by the last 2 letters of your favourite colour. For example, Banners Street and Purple would create the code BALE.

If you are taking part in this study via the BCU Research Participation Scheme (RPS), please indicate your RPS ID in the box below.

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