20-T: When Too Many Friends Inhibit Talking: the Impact of Social Roles on Social Sharing Online

We study how social roles affects online sharing behavior. We propose that as the number of friends increases, consumers may perceive role conflict due to the perceived difficulty in managing diverse role expectation. As distinct social roles are made salient, they may inhibit online sharing behavior.



Citation:

Yu-Jen Chen (2017) ,"20-T: When Too Many Friends Inhibit Talking: the Impact of Social Roles on Social Sharing Online", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1020-1020.

Authors

Yu-Jen Chen, Lingnan, Hong Kong



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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