20-S: When Having Too Many Facebook ‘Friends’ Hinders Your Online Social Activity: the Impact of Social Identity Complexity

This research shows that having more Facebook ‘friends’ decreases online engagement (likes, shares, comments) and purchase intentions for featured products, for individuals with complex social identities. This effect is reversed, however, by highlighting a specific reference group when using normative messages. Findings have implications for marketers both online and offline.



Citation:

Kimberly Duval and H. Onur Bodur (2017) ,"20-S: When Having Too Many Facebook ‘Friends’ Hinders Your Online Social Activity: the Impact of Social Identity Complexity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1025-1025.

Authors

Kimberly Duval, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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