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SELF-ENHANCEMENT AS A MOTIVATION FOR SHARING

ONLINE ADVERTISING

David G. Taylor, David Strutton, and Kenneth Thompson

ABSTRACT: Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely,

products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online

advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that

online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their

self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the

self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and

managerial implications.

Keywords: Viral marketing, electronic word of mouth, identity theory, self-concept

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 also for their symbolic value. Driving

a Porsche, carrying a Coach bag, or using a Macintosh

computer all express something about the consumer's selfconcept, which in turn motivates the consumer to purchase

them. This study proposes that a similar phenomenon exists

for electronic word of mouth (eWOM). Consumers should be

more likely to share advertising that is consistent with their...