What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers

Seong-Yeon Park and Yeu-Jin Kang

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 4, 460-472

Abstract: This study aims to examine consumers' narcissism, impression management, and e-WOM behavior in social networking sites (SNS) and social commerce. Focus groups and in-depth interviews were conducted and a diverse pool of information on experiences and perspectives on social commerce and SNS was collected. As a result, impression management to fulfill their narcissism on SNS was found to exist and this was found to affect the users' e-WOM behavior regarding social commerce products. This research explores the narcissistic phenomenon of SNS and social commerce users through the use of qualitative approaches.

Date: 2013
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Citations: View citations in EconPapers (3)

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DOI: 10.1080/21639159.2013.820881

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