Journal article
When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest
- Abstract:
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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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- Files:
-
-
(Accepted manuscript, 346.5KB)
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(Other, 54.9KB)
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- Publisher copy:
- 10.1177/0022243718821960
Authors
Funding
University of Oxford
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University of Pittsburgh
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Bibliographic Details
- Publisher:
- SAGE Publications Publisher's website
- Journal:
- Journal of Marketing Research Journal website
- Volume:
- 56
- Issue:
- 2
- Pages:
- 197-210
- Publication date:
- 2019-01-14
- Acceptance date:
- 2018-08-30
- DOI:
- EISSN:
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1547-7193
- ISSN:
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0022-2437
Item Description
- Keywords:
- Pubs id:
-
pubs:912027
- UUID:
-
uuid:8d05cf0d-db22-48e5-901a-f6badb4e36a7
- Local pid:
- pubs:912027
- Source identifiers:
-
912027
- Deposit date:
- 2018-09-05
Terms of use
- Copyright holder:
- American Marketing Association
- Copyright date:
- 2019
- Notes:
- Copyright © 2019 American Marketing Association. This is the accepted manuscript version of the article. The final version is available online from SAGE at: https://doi.org/10.1177%2F0022243718821960
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