… and Here Are Pictures of My Last Vacation! Investigating the Disclosure of Personal Information of Entrepreneurs in Online Marketplaces

Andrea Lynn Phillips, University of Nebraska-Lincoln, USA
Meike Eilert, University of Nebraska-Lincoln, USA
James W. Gentry, University of Nebraska-Lincoln, USA
Using grounded theory, we investigate how creator-entrepreneurs disclose personal information to create value and connect with customers via personal branding. We find that these entrepreneurs disclose multiple types of personal information, following five strategies, with the two distinct motivations of promoting their specific products and promoting themselves as individuals.
[ to cite ]:
Andrea Lynn Phillips, Meike Eilert, and James W. Gentry (2015) ,"… and Here Are Pictures of My Last Vacation! Investigating the Disclosure of Personal Information of Entrepreneurs in Online Marketplaces", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 802-802.