“I know you’ve seen it!” Individual and social factors for users’ chatting behavior on Facebook

Highlights：

• We investigated the influence of the seen-function on Facebook chatting behavior.

• The influence is related to user’s need to belong and fear of ostracism.

• We explored the influence of message content and social roles on chatting behavior.

• Through cluster analyses we examined different types of Facebook chat users.

• Results indicate a strong impact of personality traits on perception of chat norms.