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The impact of the mere presence of social media share icons on product interest and valuation

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  • Townsend, Claudia
  • Neal, David T.
  • Morgan, Carter

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.

Suggested Citation

  • Townsend, Claudia & Neal, David T. & Morgan, Carter, 2019. "The impact of the mere presence of social media share icons on product interest and valuation," Journal of Business Research, Elsevier, vol. 100(C), pages 245-254.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:245-254
    DOI: 10.1016/j.jbusres.2019.03.014
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    Citations

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    Cited by:

    1. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    2. Marcel Ausloos, 2020. "Valuation Models Applied to Value-Based Management—Application to the Case of UK Companies with Problems," Forecasting, MDPI, vol. 2(4), pages 1-17, December.
    3. Asamoah, Daniel Adomako & Sharda, Ramesh, 2021. "What should I believe? Exploring information validity on social network platforms," Journal of Business Research, Elsevier, vol. 122(C), pages 567-581.

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