TY - JOUR
T1 - The impact of the mere presence of social media share icons on product interest and valuation
AU - Townsend, Claudia
AU - Neal, David T.
AU - Morgan, Carter
N1 - Publisher Copyright:
© 2019 Elsevier Inc.
PY - 2019/7
Y1 - 2019/7
N2 - Online retailers commonly display social media share icons on product pages, offering consumers the ability to instantly announce their interest or purchase of a product to their social media network via Facebook, Twitter, or otherwise. We hypothesize and show that the mere presence of these icons can impact consumers’ perceptions of and interest towards products displayed online. In support, across three experiments we find that the mere presence of social media share icons increases public self-consciousness, which, in turn, influences product perception. Specifically, the presence of such icons improves consumer interest and valuation of products they want others to see them own and use, but harms response to products consumers would not want others to see them own and use.
AB - Online retailers commonly display social media share icons on product pages, offering consumers the ability to instantly announce their interest or purchase of a product to their social media network via Facebook, Twitter, or otherwise. We hypothesize and show that the mere presence of these icons can impact consumers’ perceptions of and interest towards products displayed online. In support, across three experiments we find that the mere presence of social media share icons increases public self-consciousness, which, in turn, influences product perception. Specifically, the presence of such icons improves consumer interest and valuation of products they want others to see them own and use, but harms response to products consumers would not want others to see them own and use.
KW - Product interest and valuation
KW - Public self-consciousness
KW - Self-presentation
KW - Social media share icons
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U2 - 10.1016/j.jbusres.2019.03.014
DO - 10.1016/j.jbusres.2019.03.014
M3 - Article
AN - SCOPUS:85063888448
VL - 100
SP - 245
EP - 254
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -