The moderating effects of gender and number of friends on the relationship between self-presentation and brand-related word-of-mouth on Facebook

被引：31

作者：

Choi, Jayoung ^{[1
]}

Kim, Yongbum ^{[1
]}

机构：

[1] Soongsil Univ, Coll Business Adm, Seoul, South Korea

来源：

PERSONALITY AND INDIVIDUAL DIFFERENCES | 2014年 / 68卷

基金：

新加坡国家研究基金会;

关键词：

Self-presentation; Gender difference; Number of friends; Word-of-mouth; Facebook; NARCISSISM; INTERNET; PEOPLE; WOMEN; MEN; TOO;

D O I：

10.1016/j.paid.2014.03.040

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This study examines the influence of self-presentation on brand-related word-of-mouth (WOM) and the moderating roles of gender and number of Facebook friends on the relationship between self-presentation and brand-related WOM. Data were collected from Facebook users (N = 400) via an online survey. Hierarchical multiple regression analysis revealed that self-presentation is positively related to brand-related WOM. It was also found that gender moderates the relationship between self-presentation and brand-related WOM. Results show that men are more likely than women to post brand-related content on Facebook when they actively engage in self-presentation. The article concludes with a discussion of how the number of Facebook friends negatively moderates the relationship between self-presentation and brand-related WOM. (C) 2014 Elsevier Ltd. All rights reserved.

引用

页码：1 / 5

页数：5

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