News Consumption on Social Media Induces Distinctiveness Seeking

Findings reveal that the salience of an anonymous crowd on social (vs. traditional) news channels motivates consumers to seek a distinctive self-identity. This tendency is attenuated when they express self-identity by actively engaging (vs. passively reading) news content on the news platform through liking, sharing and commenting on the news.



Citation:

Jaeyeon Chung and Gita Johar (2017) ,"News Consumption on Social Media Induces Distinctiveness Seeking", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 107-111.

Authors

Jaeyeon Chung, Columbia University, USA
Gita Johar, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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