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Article
Publication date: 6 March 2020

Hua Pang

The primary objectives of the article are to systematically investigate the effects of differentiated functions of WeChat use (social use and recreational use) on…

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Abstract

Purpose

The primary objectives of the article are to systematically investigate the effects of differentiated functions of WeChat use (social use and recreational use) on university students' online self-presentation, social support and sense of belonging.

Design/methodology/approach

The data were collected from a web-based survey on a sample of 485 university students in mainland China. Correlation analyses and structural equation modeling (SEM) were implemented to address the corresponding hypotheses.

Findings

The results demonstrate that the social use of WeChat is positively related to online self-presentation, whereas recreational use is unrelated to such behavior. Additionally, the findings verify that online self-presentation is a significant predictor of both social support and sense of belonging. Furthermore, online self-presentation could mediate the influence of social use of WeChat on social support and sense of belonging.

Research limitations/implications

Theoretically, the study represents an initial effort to elucidate the joint impact of differentiated functions of WeChat use and online self-presentation on social support and sense of belonging. Practically, these findings identify the crucial mediation role of online self-presentation in assisting individuals to acquire social support and promote sense of belonging.

Originality/value

Although mobile social media has brought dramatic revolutions in interaction and interpersonal behaviors, the empirically studies regarding the potential influences of its utilization are equivocal. These outcomes may shed meaningful light on the comprehending of unique characteristics of WeChat communication and how it could impact people's psychosocial development in the digital era.

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Aslib Journal of Information Management, vol. 72 no. 3
Type: Research Article
ISSN: 2050-3806

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Article
Publication date: 7 November 2016

Shih-Wei Chou and I.H. Hung

The purpose of this paper is to solve the challenges in knowledge outcome (e.g. knowledge contribution, knowledge exploration) improvement at the post-adoption phase in…

Abstract

Purpose

The purpose of this paper is to solve the challenges in knowledge outcome (e.g. knowledge contribution, knowledge exploration) improvement at the post-adoption phase in the context of e-communities. This study develops a model by integrating dedication-constraint framework and self-presentation theory. The model proposes that knowledge outcomes at the post-adoption phase rely on relationship development between community members, conceptualized as commitment. The authors also hypothesize that members’ perceived online self-presentation quality, theorized as personal control and social influence, serves as the key means to motivate members’ commitment.

Design/methodology/approach

This study used survey instrument to collect data and adopted partial least squares to test the proposed hypotheses.

Findings

The results show that perceived online self-presentation quality positively affects relationship development, which in turn affects continuance intention for knowledge outcomes.

Research limitations/implications

This study expands the dedication-constraint framework by integrating the self-presentation theory. This study contributes new knowledge by proposing a model that delineates the relationship between online self-presentation quality, relationship development, and knowledge outcomes at the post-adoption stage.

Practical implications

This study shows that members’ perceived online self-presentation quality affects both affective commitment and calculative commitment, which in turn affect knowledge outcomes, suggesting the important role of the perceived quality in stimulating a member’s post-adoption reactions.

Originality/value

This study contributes to the research on post-adoption behavior in an e-community context by accounting for the influence of e-community features in self-presentation quality and dedication-constraint mechanisms on post-adoption phenomena.

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Information Technology & People, vol. 29 no. 4
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 25 September 2019

Anders H. Wien

Previous research suggests that self-presentation causes people to have a reflective tendency to produce electronic word-of-mouth (eWOM). Drawing on the theory of the…

Abstract

Purpose

Previous research suggests that self-presentation causes people to have a reflective tendency to produce electronic word-of-mouth (eWOM). Drawing on the theory of the reflective-impulsive model (RIM), this paper aims to examine whether self-presentation also could motivate an impulsive tendency to produce eWOM. Self-monitoring is suggested as a possible moderator in the relationship between self-presentation and impulsive eWOM production.

Design/methodology/approach

Data were collected based on an online survey of members from a consumer panel. The effective sample size was 574 respondents. Structural equation modeling (SEM) was used to analyze the data.

Findings

The findings show that self-presentation may drive both impulsive and reflective eWOM tendencies; however, that the relationship between self-presentation and impulsive eWOM tendency is contingent on high levels of self-monitoring.

Originality/value

By including self-monitoring as a moderator, this study is the first to show a relationship between self-presentation and impulsive eWOM production. Moreover, the findings show that both impulsive and reflective eWOM tendencies are associated with an enhanced tendency to produce eWOM, thereby demonstrating the usefulness of the RIM theory in understanding eWOM behavior. Overall, the findings shed light on how companies may stimulate eWOM production, and consequently provide insight into creating more effective eWOM campaigns.

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Journal of Research in Interactive Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 13 November 2019

Fue Zeng, Wenjie Li, Valerie Lynette Wang and Chiquan Guo

The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention.

Abstract

Purpose

The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention.

Design/methodology/approach

Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles.

Findings

While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers’ real self, which in turn increases their purchase intention for privately consumed products.

Practical implications

This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised.

Originality/value

Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain ofself-presentation style of advertising – self-image – purchase intention” is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.

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Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 25 March 2020

Kun Peng

This paper examines how and why online daters, differentiated by gender, strategically self-present in online dating profiles when pursuing two competing goals: attracting…

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1545

Abstract

Purpose

This paper examines how and why online daters, differentiated by gender, strategically self-present in online dating profiles when pursuing two competing goals: attracting potential daters and avoiding detection as a liar.

Design/methodology/approach

A survey and a content analysis were employed to test four hypotheses.

Findings

The results revealed that seeking to project an attractive image in online dating was significantly associated with acquisitive self-presentation. The online daters adopted falsification more than any other strategies, and women were more likely than men to embellish their self-presentation, especially their physical appearance.

Originality/value

The findings clarify people's mate selection processes in light of the interpersonal deception theory (IDT) and the information manipulation theory (IMT) as well as take an evolutionary psychological perspective on computer-mediated communication. For practitioners, they provide a more nuanced picture of deceptive communication in online dating and, for online daters, can guide the adaptation of their online behaviors.

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Internet Research, vol. 30 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 29 June 2020

Ye Wang and Huan Chen

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…

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1509

Abstract

Purpose

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Design/methodology/approach

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Findings

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

Originality/value

A theoretical model of luxury brands’ advertising was generated from the findings.

Details

Journal of Product & Brand Management, vol. 30 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 November 2001

Jean‐Léon Beauvois and Nicole Dubois

Notes that people use selfpresentation strategies to enhance their self‐image, and in doing so, they rely on norms. Raises the question of the desirability and…

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1572

Abstract

Notes that people use selfpresentation strategies to enhance their self‐image, and in doing so, they rely on norms. Raises the question of the desirability and feasibility of giving training to individuals in normative selfpresentation, where the idea is to teach the trainees to refer to judgment norms when responding in formal evaluation situations (like job interviews). Three judgment norms are used as illustration: internality, self‐sufficiency, and individual anchoring. The materials for training in these three norms are tested using the methods and techniques of the socionormative approach, and briefly presented. The ethical implications of this type of training are discussed.

Details

Journal of Managerial Psychology, vol. 16 no. 7
Type: Research Article
ISSN: 0268-3946

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Article
Publication date: 16 August 2021

Nina Michaelidou, George Christodoulides and Caterina Presi

Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on…

Abstract

Purpose

Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on Instagram.

Design/methodology/approach

We use a qualitative research approach to content-analyze 815 publicly available photos on Instagram. The analytical approach involves multiple stages and yields three key themes.

Findings

Through Instagram images, UHNWIs engage in inconspicuous consumption via subtle displays of luxury possessions and more cues that indicate luxury experiences, power and social connections. The results further identify four dimensions of self-presentation in luxury consumption on social media: ostentatious, humble, revealed and hidden.

Research limitations/implications

The study adopts an inductive approach to identify themes related to UHNWIs’ self-presentation on Instagram. Other research could adopt a quantitative approach to identify drivers of the various themes. In addition, the unit of analysis was the photo posted by the UHNWI rather than the UHNWI himself or herself. Further research might explicitly consider the overall profile of each UHNWI and their holistic approach to posting with a view to developing a typology of UHNWIs based on the way they self-present and portray their luxury consumption.

Practical implications

Luxury marketers should focus on inconspicuous products and experiences that allow the UHNWIs to decelerate and spend time with their loved ones, access rare experiences and demonstrate power via their networks.

Originality/value

We extend prior research on self-presentation on Instagram. The authors focus on UHNWIs, a neglected yet significant segment of the luxury market.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 November 2007

Emmanuelle Vaast

To investigate the presentation of self of participants in occupational online forums.

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1949

Abstract

Purpose

To investigate the presentation of self of participants in occupational online forums.

Design/methodology/approach

Interpretation of more than 300 profiles of participants to a banking‐related occupational online forum based on Goffman's seminal analysis of presentation of self and on the literature on mystification and fragmentation in virtual environments.

Findings

Contributors to the occupational online forum adopted one of several main categories of profiles. These categories differed in the degree of detail with which profiles were filled and showed that forum users chose a certain degree of mystification or de‐mystification for their profile. The presentation of self in the online occupational forum was related to the presentation in offline environments, such as in the workplace as well as to other online contexts, such as in electronic chats. The categories of profiles were also associated with strikingly different registration dates and number of posts per year and per contributor.

Research limitations/implications

The research analyzed only the profiles of contributors to the online forum, but not their motivations or posts.

Practical implications

Employees and employers should hone their ability to present online information about themselves and to interpret the virtual image(s) others present.

Originality/value

This paper covers: grounded categorization of adopted fronts in occupational online forums; conceptualization of the presentation of self in online environments as related to the participation of multiple online and offline social contexts; identification of simultaneous processes of fragmentation and continuity at play in online forums through their participants' presentation of self.

Details

Information Technology & People, vol. 20 no. 4
Type: Research Article
ISSN: 0959-3845

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Abstract

Details

Chinese Social Media
Type: Book
ISBN: 978-1-83909-136-0

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