Do Altruistic Individuals "Share" More Contents on Social Media?

We show that altruistic individuals are more likely to share videos on Facebook. This relationship is driven by self-presentational concerns and self-oriented rewards rather than purely altruistic motives. We also show that non-altruistic individuals become more likely to share contents on Facebook when primed with concerns for others’ evaluations.



Citation:

Travis Tae Oh and Keith Wilcox (2018) ,"Do Altruistic Individuals "Share" More Contents on Social Media?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 728-729.

Authors

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions

James A Mourey, DePaul University, USA
Ari Waldman, New York Law School

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.