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

The DOI matches its Crossref record; 50 of the 51 references it cites were found in a registry or an index.

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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Crossref · 10.1177/0022243718821960

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Citations

Cites

Research works printed but not linked: 4

  1. Brewer Marilynn B., 1991, Handbook of Theories of Social Psychology, Vol. 2, 81
  2. Marketo (2015), “Majority of Marketers Believe Marketing Needs to Undergo Dramatic Change,” press release (January 28), https://www.marketo.com/newsroom/press-releases/2015-01-28-Majority-of-Marketers-Believe-Marketing-Needs-to-Undergo-Dramatic-Change/.
  3. Shavitt Sharon, 2000, Why We Evaluate: Functions of Attitudes, 27
  4. Swann William B., 1983, Social Psychological Perspectives on the Self, 2, 33

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Metadata

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
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 › Business, Management and Accounting › Marketing › 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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