Online sharing behavior on social networking sites: Examining narcissism and gender effects

Abstract With the rapid emergence of social networking sites, the marketing landscape has changed dramatically. Consumers’ sharing behaviors on social networking sites (SNSs) can be guided by both self and social related motives. This study suggested that narcissism is an important psychological factor that impacts sharing behavioral intentions. To provide deeper insights into the SNS phenomenon in the foodservice industry, the current study proposed a conceptual framework to capture customers’ narcissistic personality traits and online SNS activities. The findings of this study can enhance the restaurant social media marketing literature by filling a gap in the research that has previously been ignored. Such findings provide managerial implications for designing more effective social media marketing campaigns that strategically encourage customers to share their consumption experiences.

[1]  Cliff Lampe,et al.  The Benefits of Facebook "Friends: " Social Capital and College Students' Use of Online Social Network Sites , 2007, J. Comput. Mediat. Commun..

[2]  K. Pisanski,et al.  Selfie posting behaviors are associated with narcissism among men , 2015 .

[3]  Soocheong Jang,et al.  What drives café customers to spread eWOM?: Examining self-relevant value, quality value, and opinion leadership , 2015 .

[4]  Samuel D. Gosling,et al.  Portrait of a narcissist: Manifestations of narcissism in physical appearance ☆ , 2008 .

[5]  Danah Boyd,et al.  Social Network Sites: Definition, History, and Scholarship , 2007, J. Comput. Mediat. Commun..

[6]  Sabrina C. Eimler,et al.  Men Are from Mars, Women Are from Venus? Examining Gender Differences in Self-Presentation on Social Networking Sites , 2012, Cyberpsychology Behav. Soc. Netw..

[7]  Rosanna E. Guadagno,et al.  Make new friends or keep the old: Gender and personality differences in social networking use , 2012, Comput. Hum. Behav..

[8]  Seunghyun Kim,et al.  Effects of social media on firm value for U.S. restaurant companies , 2015 .

[9]  Kristina Heinonen.  Consumer activity in social media: Managerial approaches to consumers' social media behavior , 2011 .

[10]  Paul Weiler,et al.  Personality and selfies: Narcissism and the Dark Triad , 2016, Comput. Hum. Behav..

[11]  M. Gilly,et al.  We Are What We Post? Self‐Presentation in Personal Web Space , 2003 .

[12]  D. Stewart,et al.  From consumer response to active consumer: Measuring the effectiveness of interactive media , 2002 .

[13]  D. Paulhus.  Two-component models of socially desirable responding. , 1984 .