||Facebook users are driven by the limited-cues to form impression of each other when they initiate friendships. The goal of this study was to investigate how visual cues (e.g. physical attractiveness and gender) and other-generated information (e.g. likes and comments) of an individual’s personal profile on Facebook affect social attractiveness, impression formation and the willingness to initiate friendship, and to clarify the meaning of ‘Likes’ and ‘Comments’ on Facebook.|
Participants are Facebook’s users, two experiments are employed to test five hypotheses. Experiment one examined both main and interaction effects for visual cues, profile owner’s gender, and evaluator’s gender; a 2（visual conditions: attractive, unattractive）× 2（stimulus gender: male and female）× 2（evaluator’s gender: male and female）three-factor experiment design is employed. Experiment two examined both main and interaction effects for popularity, profile owner’s gender, and evaluator’s gender; a 2（Likes：high, low）× 2（Comments：high, low）× 2（stimulus gender: male and female）× 2（evaluator’s gender: male and female）factorial experiment design is employed.
The results of this study extended the research on physical impression, social impression, popularity and willingness to initiate friendship and provided suggestions for SNSs’ users about how to display their own profile and functions of photo editing apps.