| Authors |
Valsesia, Diehl |
| Journal |
Journal of Consumer Research |
| Year |
2022 |
| Type |
Published Paper |
| Abstract |
Social media may encourage novel ways of signaling that involve different purchase types (experiential vs. material), signaling frequencies (multiple vs. single signals), and other features unique to social media (e.g., hashtags). This work examines how purchase signals are received on social media and how these signaling variations affect signal receivers' perceptions of the authenticity of social media posts as well as the overall impressions receivers form of the signal sender. Data collected across six experiments show multiple material purchase signals lead to more negative impressions compared to multiple experiential purchase signals. Signal receivers perceive multiple material purchase posts as less authentic, which dampens their impressions of the signal sender. In line with this mechanism, the impression premium of experiential purchase signals disappears when receivers use other cues (monetary mentions, other users' comments, and marketer associations via hashtags) to infer a signal's lack of authenticity. Additional data also document downstream consequences on engagement. This work contributes theoretically to research in both signaling and social media and improves the understanding of substantive situations in which consumers' objectives of curating a positive image and creating engagement with their posts, collide with marketers' objectives of encouraging user-generated content and word of mouth. |
| Keywords |
Signaling, social media, impression management, word of mouth, engagement, influencer |
| URL |
https://academic.oup.com/jcr/article-abstract/49/3/430/6444995?redirectedFrom=fulltext |
| Tags |
Archival Empirical |
Consumer Decisions |
Experimental / Survey-Based Empirical |
Theory
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