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...
| Main Authors: | , , |
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| Format: | Journal article |
| Published: |
SAGE Publications
2019
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