When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Sig...
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest
About this item
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Publisher
Los Angeles, CA: Sage Publications, Inc
Journal title
Language
English
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Publisher
Los Angeles, CA: Sage Publications, Inc
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Scope and Contents
Contents
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 consu...
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Full title
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest
Authors, Artists and Contributors
Author / Creator
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Record Identifier
TN_cdi_proquest_journals_2197838915
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2197838915
Other Identifiers
ISSN
0022-2437
E-ISSN
1547-7193
DOI
10.1177/0022243718821960
