This linked piece was shared into my FB news feed. The item argues that President Trump suffers a fragile ego and is constantly looking for affirmation from others.
The column says people seek to increase their “tribal self esteem” by strengthening their group membership, by, for example, spreading online propaganda messaging in support of their cause – and denigrating those who think otherwise (for any reason).
The column quotes from Nathaniel Branden:

“It would be hard to name a more certain sign of poor self-esteem than the need to perceive some other group as inferior.”

This is the form of much online social media propaganda, whether you call it “I’m right and your wrong” or “My group is smarter than your group”.
It comes down to fragile egos seeking positive feedback from their own group.
Much online social media propaganda reinforces group membership – it certainly does not cause the target to change their perspective. But “sharing” such propaganda virtue signals one’s self importance within the group garnering group support that satisfies the social media propaganda participant’s ego.
Source: Trump’s Ego Is Actually Too Small – Foundation for Economic Education – Working for a free and prosperous world