Look What I Am Re-Sharing: How Self-Presentation Goals Impact What Consumers Spread on Social Networks

Consumers share content from sources of varying credibility. We find that consumers who want to fit in are more willing to share popular information from well-known credible sources. However, consumers who want to stand out share information regardless of source credibility which may cause them to share false content.



Citation:

Gizem Ceylan and Norbert Schwarz (2020) ,"Look What I Am Re-Sharing: How Self-Presentation Goals Impact What Consumers Spread on Social Networks", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 863-867.

Authors

Gizem Ceylan, University of Southern California, USA
Norbert Schwarz, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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