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

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.



Citation:

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.

Authors

Shuling Liao, Yuan Ze University,Taiwan
Crystal Tzuying Lee, National Cheng-Chi University,Taiwan
Tzu Han Lin, Yuan Ze University,Taiwan



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.