Document Type
Peer-Reviewed Article
Publication Date
Spring 2012
Abstract
Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.
DOI
10.1080/15252019.2012.10722193
Recommended Citation
Taylor, D. G., Strutton, D., & Thompson, K. (2012). Self-enhancement as a motivation for sharing online advertising. Journal of Interactive Advertising, 12(2), 13-28. Doi: 10.1080/15252019.2012.10722193
