The DOI matches its Crossref record; 19 of the 19 references it cites were found in a registry or an index.
Broadcasting and Narrowcasting: How Audience Size Affects What People Share
Abstract
Does the number of people with whom someone communicates influence what he or she discusses and shares? Six studies demonstrate that compared with narrowcasting (i.e., communicating with just one person), broadcasting (i.e., communicating with multiple people) leads consumers to avoid sharing content that makes them look bad. Narrowcasting, however, encourages people to share content that is useful to the message recipient. These effects are driven by communicators’ focus of attention. People naturally tend to focus on the self, but communicating with just one person heightens other-focus, which leads communicators to share less self-presenting content and more useful content. These findings shed light on the drivers of word of mouth and provide insight into when the communication sender (vs. receiver) plays a relatively larger role in what people share.
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Cites
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The Effect of Word of Mouth on Sales: Online Book Reviews
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What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178 · cited 4×
“People are more likely to share marketing messages that have more utilitarian value (Chiu et al. 2007), and more useful news articles are more likely to go viral (Berger and Milkman 2012).”
BackgroundMethodInfluentialSelf-citationThe psychology of social impact
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Cited by
Uniting the Tribes: Using Text for Marketing Insight
Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020) · Journal of Marketing · doi:10.1177/0022242919873106 · Cited by 742
Self-citationAutomated Text Analysis for Consumer Research
Humphreys, A., & Wang, R. J.-H. (2018) · Journal of Consumer Research · doi:10.1093/jcr/ucx104 · Cited by 636
Citizens Versus the Internet: Confronting Digital Challenges With Cognitive Tools
Kozyreva, A., Lewandowsky, S., & Hertwig, R. (2020) · Psychological Science in the Public Interest · doi:10.1177/1529100620946707 · Cited by 479
Comparing automated text classification methods
Hartmann, J., Huppertz, J., Schamp, C., & Heitmann, M. (2019) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2018.09.009 · Cited by 399
Need fulfillment and experiences on social media: A case on Facebook and WhatsApp
Karapanos, E., Teixeira, P., & Gouveia, R. (2016) · Computers in Human Behavior · doi:10.1016/j.chb.2015.10.015 · Cited by 316
Metadata
- Authors
- Barasch, A., & Berger, J.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2014-06
- Volume
- 51
- Issue
- 3
- Pages
- 286-299
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W1980399432
- Cited by
- 359
- References
- 19
- FWCI
- 83.23
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
