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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 41-46.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China

Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

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.