Self-enhancement as a motivation for sharing online advertising
David G. Taylor, David Strutton, and Kenneth Thompson
Managerial overview
Why do some online advertising campaigns go viral while others fizzle? What motivates consumers to share commercial messages through the Internet? Previous research indicates that consumers tend to forward advertising messages that they find entertaining, informative, titillating, or shocking-that is, messages that evoke strong emotional responses. This study suggests an additional motivation for sharing messages: to express a sense of identity. Marketers have long understood that consumers purchase products not just for their practical or utilitarian benefits but...