The Public Heart: the Impact of Sharing Emotions on Social Media

Virginia Weber, University of Alberta, Canada
Sarah G. Moore, University of Alberta, Canada
Rhiannon MacDonnell, Cass Business School, England
Jennifer Argo, University of Alberta, Canada
This research demonstrates that posting brand-related emotions online (e.g., I love Starbucks) changes the intensity of these emotions, depending on the size of the audience. Specifically, posting to larger audiences decreases (increases) emotional intensity for those low (high) in public self-consciousness. Closeness with the audience mediates these results.
[ to cite ]:
Virginia Weber, Sarah G. Moore, Rhiannon MacDonnell, and Jennifer Argo (2014) ,"The Public Heart: the Impact of Sharing Emotions on Social Media", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 41-46.