Self-Congruity With Viral Messages: Investigating Its Impact on Message Perception and Forwarding Intentions

The study demonstrates that social as well as ideal social self-congruity with viral messages positively impact forwarding intentions. Moreover, forwarding to a rather uncontrollable audience is found to be more strongly determined by social self-congruity, whereas forwarding to a rather controllable audience is more strongly determined by ideal social self-congruity.



Citation:

Verena Schoenmueller, Manfred Bruhn, Eva Walther, and Daniela Schaefer (2013) ,"Self-Congruity With Viral Messages: Investigating Its Impact on Message Perception and Forwarding Intentions ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 253-254.

Authors

Verena Schoenmueller, University of Basel, Switzerland
Manfred Bruhn, University of Basel, Switzerland
Eva Walther, University of Basel, Switzerland
Daniela Schaefer, University of Basel, Switzerland



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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