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What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers

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  • Seong-Yeon Park
  • Yeu-Jin Kang

Abstract

This study aims to examine consumers' narcissism, impression management, and e-WOM behavior in social networking sites (SNS) and social commerce. Focus groups and in-depth interviews were conducted and a diverse pool of information on experiences and perspectives on social commerce and SNS was collected. As a result, impression management to fulfill their narcissism on SNS was found to exist and this was found to affect the users' e-WOM behavior regarding social commerce products. This research explores the narcissistic phenomenon of SNS and social commerce users through the use of qualitative approaches.

Suggested Citation

  • Seong-Yeon Park & Yeu-Jin Kang, 2013. "What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(4), pages 460-472, September.
    • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:4:p:460-472
    DOI: 10.1080/21639159.2013.820881
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    Cited by:

    1. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.
    2. Kang, Yeu-Jin & Park, Seong-Yeon, 2016. "The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equity," Journal of Business Research, Elsevier, vol. 69(9), pages 3813-3819.

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