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Article: Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth

TitleWhy recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth
Authors
KeywordsSelf-enhancement need
Issue Date2015
Citation
Journal of Consumer Psychology, 2015, v. 25, n. 1, p. 120-128 How to Cite?
Abstract© 2014 Society for Consumer Psychology.We examine the conceptual difference between consumer electronic word-of-mouth on online social sites (sWOM) such as Facebook and traditional face-to-face word-of-mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word-of-mouth can be explained by social risk associated with different communication modes. We show that the difference between people's desire to engage in sWOM and WOM is mediated by perceived social risk and amplified when social risk is made salient. Furthermore, we show that consumers' need to self-enhance mitigates the difference in willingness to offer sWOM versus WOM.
Persistent Identifierhttp://hdl.handle.net/10722/228207
ISSN
2015 Impact Factor: 2.009
2015 SCImago Journal Rankings: 2.973

 

DC FieldValueLanguage
dc.contributor.authorEisingerich, Andreas B.-
dc.contributor.authorChun, HaeEun Helen-
dc.contributor.authorLiu, Yeyi-
dc.contributor.authorJia, He Michael-
dc.contributor.authorBell, Simon J.-
dc.date.accessioned2016-08-01T06:45:27Z-
dc.date.available2016-08-01T06:45:27Z-
dc.date.issued2015-
dc.identifier.citationJournal of Consumer Psychology, 2015, v. 25, n. 1, p. 120-128-
dc.identifier.issn1057-7408-
dc.identifier.urihttp://hdl.handle.net/10722/228207-
dc.description.abstract© 2014 Society for Consumer Psychology.We examine the conceptual difference between consumer electronic word-of-mouth on online social sites (sWOM) such as Facebook and traditional face-to-face word-of-mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word-of-mouth can be explained by social risk associated with different communication modes. We show that the difference between people's desire to engage in sWOM and WOM is mediated by perceived social risk and amplified when social risk is made salient. Furthermore, we show that consumers' need to self-enhance mitigates the difference in willingness to offer sWOM versus WOM.-
dc.languageeng-
dc.relation.ispartofJournal of Consumer Psychology-
dc.subjectSelf-enhancement need-
dc.titleWhy recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth-
dc.typeArticle-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1016/j.jcps.2014.05.004-
dc.identifier.scopuseid_2-s2.0-84920193712-
dc.identifier.volume25-
dc.identifier.issue1-
dc.identifier.spage120-
dc.identifier.epage128-

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