The impact of the mere presence of social media share icons on product interest and valuation

Claudia Townsend, David T. Neal, Carter Morgan

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)245-254
Number of pages10
JournalJournal of Business Research
Volume100
DOIs
StatePublished - Jul 1 2019

Keywords

  • Product interest and valuation
  • Public self-consciousness
  • Self-presentation
  • Social media share icons

ASJC Scopus subject areas

  • Marketing

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