The Impact of The Mere Presence of Social Media Share Icons on Product Interest and Valuation
Document Type
Article
Publication Date
2019
Keywords
Social media share icons, Public self-consciousness, Self-presentation, Product interest and valuation
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.
Digital Object Identifier (DOI)
https://doi.org/10.1016/j.jbusres.2019.03.014
Citation / Publisher Attribution
Journal of Business Research, v. 100, p. 245-254
Scholar Commons Citation
Townsend, Claudia; Neal, David T.; and Morgan, Carter, "The Impact of The Mere Presence of Social Media Share Icons on Product Interest and Valuation" (2019). School of Marketing and Innovation Faculty Publications. 7.
https://digitalcommons.usf.edu/mai_facpub/7
Was this content written or created while at USF?
Yes
