A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2015; you can also visit the original URL.
The file type is application/pdf
.
Self-Enhancement as a Motivation for Sharing Online Advertising
2012
Journal of Interactive Advertising
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
doi:10.1080/15252019.2012.10722193
fatcat:mjgfuujen5alvemdfkw43i6tfa