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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
- What's going on in sns and social commerce?: Qualitative approaches to narcissism, impression management, and e-wom behavior of consumers
- Park S.-Y.; Kang Y.-J.
- Ewha Authors
- SCOPUS Author ID
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- Journal Title
- Global Branding and Country of Origin: Creativity and Passion
- Taylor and Francis Inc.
- 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. © 2015 Korean Scholars of Marketing Science. All rights reserved.
- 9781317625179; 9781138801615
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- 경영대학 > 경영학전공 > Journal papers
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