Abstract
This study aims to examine consumers' narcissism, impression management, and e-WOM behavior in social networking sites (SNS) and social commerce. Focus groups and in-depth interviews were conducted and a diverse pool of information on experiences and perspectives on social commerce and SNS was collected. As a result, impression management to fulfill their narcissism on SNS was found to exist and this was found to affect the users' e-WOM behavior regarding social commerce products. This research explores the narcissistic phenomenon of SNS and social commerce users through the use of qualitative approaches.
| Translated title of the contribution | What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers |
|---|---|
| Original language | English |
| Pages (from-to) | 460-472 |
| Number of pages | 13 |
| Journal | Journal of Global Scholars of Marketing Science: Bridging Asia and the World |
| Volume | 23 |
| Issue number | 4 |
| DOIs | |
| State | Published - 2013 |
Bibliographical note
Publisher Copyright:© 2013 Korean Scholars of Marketing Science.
Keywords
- SNS
- e-WOM
- impression management
- narcissism
- social commerce