When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest
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...
| Asıl Yazarlar: | , , |
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| Materyal Türü: | Journal article |
| Baskı/Yayın Bilgisi: |
SAGE Publications
2019
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| _version_ | 1826284249468108800 |
|---|---|
| author | Grewal, L Stephen, A Coleman, N |
| author_facet | Grewal, L Stephen, A Coleman, N |
| author_sort | Grewal, L |
| collection | OXFORD |
| description | 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 can reduce a consumer’s subsequent purchase intentions for the same and similar products, as this action allows consumers to virtually signal their identity, fulfilling identity-signaling needs. Fortunately for retailers, the authors suggest theoretically and managerially relevant moderators that attenuate this negative effect on intent to purchase. These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes. |
| first_indexed | 2024-03-07T01:11:02Z |
| format | Journal article |
| id | oxford-uuid:8d05cf0d-db22-48e5-901a-f6badb4e36a7 |
| institution | University of Oxford |
| last_indexed | 2024-03-07T01:11:02Z |
| publishDate | 2019 |
| publisher | SAGE Publications |
| record_format | dspace |
| spelling | oxford-uuid:8d05cf0d-db22-48e5-901a-f6badb4e36a72022-03-26T22:48:29ZWhen posting about products in social media backfires: the negative effects of consumer identity signaling on product interestJournal articlehttp://purl.org/coar/resource_type/c_dcae04bcuuid:8d05cf0d-db22-48e5-901a-f6badb4e36a7Symplectic Elements at OxfordSAGE Publications2019Grewal, LStephen, AColeman, NConsumers 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 can reduce a consumer’s subsequent purchase intentions for the same and similar products, as this action allows consumers to virtually signal their identity, fulfilling identity-signaling needs. Fortunately for retailers, the authors suggest theoretically and managerially relevant moderators that attenuate this negative effect on intent to purchase. These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes. |
| spellingShingle | Grewal, L Stephen, A Coleman, N When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title | When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title_full | When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title_fullStr | When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title_full_unstemmed | When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title_short | When posting about products in social media backfires: the negative effects of consumer identity signaling on product interest |
| title_sort | when posting about products in social media backfires the negative effects of consumer identity signaling on product interest |
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