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The growth in social content such as video facilitates consumer exposure to social information at e-tail settings. Research has recommended enhancing the e-store socialness. Focusing on focal consumer outcomes (flow and purchase intentions), the current research delineates a boundary condition, proposing that e-tail socialness improves outcomes when the consumer interdependent self, rather than the independent self, is activated.

The experimental approach is employed to test the research thesis. Two experiments (N1 = 303 Females 42.4%; N2 = 387 Females 51.4%) that used different manipulation for socialness and sample frames (USA and Canadian) are performed. Analysis of variance was applied.

The results generally support the research thesis, suggesting that e-tail socialness enhances consumer flow and purchase intentions when the interdependent self is activated. The effect, however, is marginal for segments with high brand preference.

As more information increase overload and reduce decision quality, e-tail practitioners should focus on providing social information predominately for consumers whose interdependent self is activated. This recommendation is particularly relevant for segments with low brand preference.

So far, studies recommend enhancing the e-store socialness, or increasing the social volume, to achieve better outcomes. Such research stream is giving rise to the “social is better in e-tail” conventional wisdom. The current work contributes by delineating a boundary condition based on consumer self-construal. This work suggests that the use of online socialness is fruitful predominantly for interdependent consumers.