期刊
PERSONALITY AND INDIVIDUAL DIFFERENCES
卷 68, 期 -, 页码 1-5出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.paid.2014.03.040
关键词
Self-presentation; Gender difference; Number of friends; Word-of-mouth; Facebook
This study examines the influence of self-presentation on brand-related word-of-mouth (WOM) and the moderating roles of gender and number of Facebook friends on the relationship between self-presentation and brand-related WOM. Data were collected from Facebook users (N = 400) via an online survey. Hierarchical multiple regression analysis revealed that self-presentation is positively related to brand-related WOM. It was also found that gender moderates the relationship between self-presentation and brand-related WOM. Results show that men are more likely than women to post brand-related content on Facebook when they actively engage in self-presentation. The article concludes with a discussion of how the number of Facebook friends negatively moderates the relationship between self-presentation and brand-related WOM. (C) 2014 Elsevier Ltd. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据