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The Effects of Relational Intentionality and Self-presentation Tendency on Word-of-mouth Activities

관계의 유대지향성 및 자기표현성향이 구전활동에 미치는 영향

  • 노민정 (경희대학교 경영대학 빅데이터 연구센터) ;
  • 주우진 (서울대학교 경영대학 경영학과)
  • Received : 2018.02.13
  • Accepted : 2018.03.12
  • Published : 2018.03.28

Abstract

The decision to actively reveal oneself as a consumer on social media depends on whether the focus is more on positive rewards than negative threats associated with self-presentation, that is, who the other party is in that relationship. The audience of self-presentation could also be divided into expressive and instrumental ties: work partners can be classified as an audience of instrumental ties, whereas school friends can be regarded as an audience of expressive ties. This study accordingly predicted that people would focus more on prevention of negative threats than positive reward, exhibiting defensive self-presentation in relationships with strong instrumental ties because the fallout from negative threats due to failed self-presentation have a more detrimental effect than a positive reward from successful self-presentation. The empirical findings thereby indicated that as the proportion of coworkers increased among Facebook friends, the mediation effect through defensive self-presentation increased, whereas such effect through acquisitive self-presentation decreased.

Keywords

Word-of-mouth;Instrumental Ties;Expressive Ties;Protective Self-presentation;Acquisitive Self-presentation

Acknowledgement

Supported by : 서울대학교 경영연구소

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