Self-enhancement as a motivation for sharing online advertising

Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts.

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...

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