KOREASCHOLAR

WHAT CONSUMERS BELIEVE ABOUT THEIR AND OTHERS’ ACHIEVEMENT SHARING BEHAVIOR ON SOCIAL MEDIA

Honghan Qi, Shankha Basu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422710
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.683
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Consumers have a strong desire to share their accomplishments on social media. They post about getting a promotion, completing an online course, finishing a marathon, or donating to charity. Companies also nudge consumers to make such posts. Understanding better people's beliefs about sharing achievement-related information with others is important.

Keyword
Achievement sharingBraggingSelf-otherMoral judgment
Author
  • Honghan Qi(University of Leeds, United Kingdom)
  • Shankha Basu(University of Leeds, United Kingdom)