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When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest

Abstract:

Consumers frequently express themselves by posting about products on social media. Because consumers can use physical products to signal their identities, posting about products on social media may be a way for consumers to virtually signal identity. The authors propose that there are conditions in which this action can paradoxically reduce a consumer’s subsequent purchase intentions. Five experiments demonstrate that posting products on social media that are framed as being identity-relevant...

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1177/0022243718821960

Authors


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Institution:
University of Oxford
Division:
SSD
Oxford college:
Worcester College
Role:
Author
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Name:
Marketing Science Institute
Grant:
Alden Clayton Award
Publisher:
SAGE Publications
Journal:
Journal of Marketing Research More from this journal
Volume:
56
Issue:
2
Pages:
197-210
Publication date:
2019-01-14
Acceptance date:
2018-08-30
DOI:
EISSN:
1547-7193
ISSN:
0022-2437
Keywords:
Pubs id:
pubs:912027
UUID:
uuid:8d05cf0d-db22-48e5-901a-f6badb4e36a7
Local pid:
pubs:912027
Source identifiers:
912027
Deposit date:
2018-09-05

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