How Audience Engagement (In the Form of Likes Vs. Comments) on Social Media Posts Influences Subsequent Self-Disclosure.

We examine how the receipt of likes versus comments influences the degree to which consumers disclose private information on social media. We find that the receipt of comments reduces subsequent disclosure, a finding we attribute to the idea that comments can be perceived as a form of unwanted intimacy.



Citation:

Yuheng Hu and David Gal (2017) ,"How Audience Engagement (In the Form of Likes Vs. Comments) on Social Media Posts Influences Subsequent Self-Disclosure.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 341-345.

Authors

Yuheng Hu, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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