Network Coproduction: the Role of Self-Presentational Persona in Electronic Word-Of-Mouth

Shuling Liao, Yuan Ze University,Taiwan
Crystal Tzuying Lee, National Cheng-Chi University,Taiwan
Tzu Han Lin, Yuan Ze University,Taiwan
Consumers have been regarded as active network co-producers to present their self concept though constructing eWOM. However, research which has documented the link between self-presentational persona and eWOM is scant. Results of this study show that consumers’ self-presentational persona responds differently to their motives to post eWOM.
[ to cite ]:
Shuling Liao, Crystal Tzuying Lee, and Tzu Han Lin (2012) ,"Network Coproduction: the Role of Self-Presentational Persona in Electronic Word-Of-Mouth", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1115-1115.