EWOM across channels: comparing the impact of self-enhancement, positivity bias and vengeance on Facebook and Twitter. Issue 8 (17th November 2019)

• Record Type: Journal Article
• Authors: Vargo, Chris; Gangadharbatla, Harsha; Hopp, Toby
• Is Part Of: International journal of advertising. Volume 38:Issue 8(2019)
• Page Start: 1153
• Page End: 1172
• Publication Date: 2019-11-17
• Subjects: eWOM -- self enhancement -- Twitter -- Facebook -- computational social science -- social networking sites -- social media; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2019.1593720
• Languages: English
• ISSNs: 1759-3948

Abstract

Abstract: When sharing personal details, versus talking about others, consumers tend to accentuate the positive experiences they have with brands in order to self-enhance amongst friends. Consumers also take vengeance on brands in public venues. Turning to social network sites (SNSs), it is unclear which is dominant. Here historical Facebook and Twitter eWOM ( n = 47, 907) is analyzed for a static group of 783 active US consumers. Self-enhancement is found on both SNSs. The majority of eWOM is positive Vengeance was rare, occurring only in 10.3% of all eWOM. eWOM appears to mirror a consumer's non-eWOM sentiment valence across SNSs. In this cross-platform comparison we suggest that SNS affordances alter eWOM creation Facebook has privacy expectations and limits direct brand interactions. Twitter is a public platform with less privacy expectations and a larger customer service component. Here eWOM is more prevalent on Twitter but contrary to our expectations is more positive.