When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest

Grewal, Lauren; Stephen, Andrew T.; Coleman, Nicole Verrochi

doi:10.1177/0022243718821960

Cited by 151Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing Behavior

When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest

Grewal, Lauren, Stephen, Andrew T., Coleman, Nicole Verrochi·2019·Journal of Marketing Research

DOI 10.1177/0022243718821960

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Abstract

Consumers frequently express themselves by posting about products on social media. Because consumers can use physical products to signal their identities, posting about products on social media may be a way for consumers to virtually signal identity. The authors propose that there are conditions in which this action can paradoxically reduce a consumer’s subsequent purchase intentions. Five experiments demonstrate that posting products on social media that are framed as being identity-relevant can reduce a consumer’s subsequent purchase intentions for the same and similar products, as this action allows consumers to virtually signal their identity, fulfilling identity-signaling needs. Fortunately for retailers, the authors suggest theoretically and managerially relevant moderators that attenuate this negative effect on intent to purchase. These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes.

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Authors: Grewal, L., Stephen, A. T., & Coleman, N. V.
Affiliations: Dartmouth College (US)
University of Oxford (GB)
University of Pittsburgh (US)
Corresponding author: Grewal, Lauren
ORCID: Grewal, Lauren
Coleman, Nicole Verrochi
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 2019-01-14
Volume: 56
Issue: 2
Pages: 197-210
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1177/0022243718821960
OpenAlex: W2910788408
Cited by: 151
References: 51
Citations by year: 2026: 12 · 2025: 20 · 2024: 18 · 2023: 36 · 2022: 33 · 2021: 19 · 2020: 5 · 2019: 8
FWCI: 32.73
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords: social media posting, product interest, purchase intention, social media marketing, self-presentation

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When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest

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