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The study examined how the self-systems of users of the social networking website Facebook (where a self-system comprises four elements—self-efficacy, self-assertion, social presence, and self-esteem) and intensity of use affected the above mentioned social relations and the social capital effect. The study also found that bridging and bonding social relationships are mediated by Facebook users’ self-systems and social capital effects. The study’s findings provide potentially significant implications that can be used to develop guidelines and a framework for assessing SNS users’ behavior.