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

Claudia Townsend, David T. Neal and Carter Morgan

Journal of Business Research, 2019, vol. 100, issue C, 245-254

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.

Keywords: Social media share icons; Public self-consciousness; Self-presentation; Product interest and valuation (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319301869
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:245-254

DOI: 10.1016/j.jbusres.2019.03.014

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().