Affective Influences on Activation of Social Network Type: the Effects of Social Motivations and Anticipated Audience Responses

This research investigates how event-elicited affective states (positive vs. negative) and relevance (self vs. other) give rise to activated social network types. We found that what people share in social media is driven by self-presentation motivation and emotion regulation motivation that are differentially associated with different types of social network.



Citation:

Dandan Tong, Jianmin Jia, and Robert Wyer (2016) ,"Affective Influences on Activation of Social Network Type: the Effects of Social Motivations and Anticipated Audience Responses", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 762-762.

Authors

Dandan Tong, Chinese University of Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, China
Robert Wyer, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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