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|
|Number of pages||13|
|Journal||Journal of Global Scholars of Marketing Science: Bridging Asia and the World|
|State||Published - 2013|
- impression management
- social commerce