Social Acceptance and Social Sharing
Six studies show that WOM is often driven by social acceptance desires where people take different approaches to fulfill this goal when sharing with strangers versus friends: people self-enhance when communicating with strangers to form relationships but focus on socially-connecting when sharing with friends to maintain existing ties.
Zoey Chen (2016) ,"Social Acceptance and Social Sharing", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 246-250.
Zoey Chen, University of Miami, USA
NA - Advances in Consumer Research Volume 44 | 2016
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