The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
Self-Enhancement as a Motivation for Sharing Online Advertising
Abstract
Marketers have long understood that consumers’ self-concepts influence the products they purchase; conversely, products purchased influence people’s self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.
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Cites
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Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10073 · Cited by 5,916
The role of involvement in attention and comprehension processes
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Cited by
De Vries, N. J., & Carlson, J. (2014) · Journal of Brand Management · doi:10.1057/bm.2014.18 · Cited by 418
The personalization-privacy paradox: Implications for new media
Aguirre, E., Roggeveen, A. L., Grewal, D., & Wetzels, M. (2016) · Journal of Consumer Marketing · doi:10.1108/jcm-06-2015-1458 · Cited by 251
Gao, Q., & Feng, C. (2016) · Computers in Human Behavior · doi:10.1016/j.chb.2016.06.022 · Cited by 219
How event information is trusted and shared on social media: a uses and gratification perspective
Kim, S.-E., Kim, H. L., & Lee, S. (2021) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2021.1943600 · Cited by 53
Yasin, M., Porcu, L., & Liébana-Cabanillas, F. (2019) · Sustainability · doi:10.3390/su11174649 · Cited by 31
Metadata
- Authors
- Taylor, D. G., Strutton, D., & Thompson, K.
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2012-03
- Volume
- 12
- Issue
- 2
- Pages
- 13-28
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1988987806
- Cited by
- 189
- References
- 7
- FWCI
- 27.49
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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