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
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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Cites
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Cited by
Sorted by citations
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893
“…al. 2017; Villarroel Ordenes et al. 2018), and on the motivations that drive consumer posting on social media, including considerations of status and self-presentation (e.g., Grewal et al. 2019; Hennig-Thurau et al. 2004; Hollenbeck and Kaikati 2012; Toubia and Stephen 2013; Wallace et al. 2014).”
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Hartmann, J., Heitmann, M., Schamp, C., & Netzer, O. (2021) · Journal of Marketing Research · doi:10.1177/00222437211037258 · Cited by 184
In Mobile We Trust: The Effects of Mobile Versus Nonmobile Reviews on Consumer Purchase Intentions
Grewal, L. S., & Stephen, A. T. (2019) · Journal of Marketing Research · doi:10.1177/0022243719834514 · Cited by 169
Self-citation
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
- 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
- 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
- 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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