The relationship between self-expressiveness and likelihood to share eWOM message. A case study of Apple Co.

Abstract

Marketers have long known that consumers' self-concept affects the products they bought. On the contrary, the products purchased also change people's self-expressiveness. For the same reason, is it available that self-expressiveness can be used on analyzing the motivation that people likely to share online advertisement? This study is aimed to objectively explain the relationship between self-expressiveness and likelihood to share the message by using a concept model, how they affect each other in the field of business. And this study uses the symbolic interactionism of identity theory to empirically test the proposition that online consumers use eWOM (electronic word of mouth), especially the sharing of online advertising to construct and their self-expressiveness. The result suggests that the self-expressiveness can be reflected in the entertainment value, self-brand congruity, and product category involvement, then enhancing the likelihood to share online messages. These results can be used on the managerial implication and theoretical.