________________________________ Author info: Correspondence should be sent to: Dr. Marc Eric S. Reyes, Department of Psychology, University of Santo Tomas, Manila, Philippines Email address: msreyes@ust.edu.ph North American Journal of Psychology, 2021, Vol. 23, No. 2, 255-272.  NAJP Me, Myself, & I: Narcissistic Personality Traits and Selfie Behavior Among Selected Filipinos Marc Eric S. Reyes, Karen Frances Beatrice T. Aquino, Cameron Jilliane O. De Leon, Angelica Patricia P. Muñoz University of Santo Tomas, Philippines Roger D. Davis Institute for the Study of Personality The emergence of the selfie phenomenon in 2013 is widely viewed as a form of social media-driven narcissism. Such individuals use images to promote themselves on social networks, gain admiration from others, and feed their seemingly inflated self-view. The current study examined whether narcissistic personality traits predict selfie behavior among selected male and female Filipinos. Four hundred thirty-nine participants belonging to Generations Y and Z voluntarily participated by completing the Narcissistic Personality Inventory (NPI-40) and the Selfitis Behavior Scale (SBS). Results revealed that a statistically significant relationship exists between narcissism and selfie behavior with narcissism accounting for about 7.3% of selfie behavior. Filipino men appear to be more narcissistic than women, while no difference was found between men and women who engage in selfie behavior in the current study’s Filipino participants. Lastly, gender is not a moderator for the two variables. Keywords: narcissism, selfies, selfie behavior, social media, social networking sites Social networking sites (SNSs) have become an integral part of the lives of many individuals in the digital age due to the rapid advancement of technology. Although various definitions have been given for social networking, researchers agree that social networking sites provide the following: creation of a user’s profile, easy access to family, friends, and acquaintances, and an opportunity for aggregation. Occurring in real- time, it includes the ability to open individuals to dialogue with groups of friends or to engage in social functions like interest groups and marketplaces. SNSs also give the user the ability to subscribe to those individuals from whom one would like to see and receive a constant