Abstract: This study examined the effects of chief executive officers’ (CEOs) self-disclosure on consumer–brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 × 2 factorial design was implemented with self-disclosure (high vs. low) and relationship norms (exchange v. communal) as the between-subjects factors. The results showed the interplay between the level of CEOs’ self-disclosure on Instagram and the type of relationship norms between consumers and brands and their effects on consumers’ attitudinal and behavioral responses. For participants primed with the communal norm, high CEO self-disclosure induced more positive attitudes toward the CEO and the brand as well as higher consumer intentions for self-disclosure, than the low CEO self-disclosure; these results were reversed for participants in the exchange norm condition. This study advances the theoretical understanding of brands’ social media engagement using CEOs and provides practical implications.
Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon
Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about alleged product use. However, while authentic reviews often include humor as a stylistic device to convey a genuine product evaluation, pseudo-reviews use humor to mock […]
Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy of content […]