What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers

다국어 초록 (Multilingual Abstract)

This study aims to examine consumers’ narcissism, impression management, and e-WOM behavior in social networking sites (SNS) and social commerce. Focus groups and in-depth interviews were conducted and a diverse pool of information on experiences and perspectives on social commerce and SNS was collected. As a result,impression management to fulfill their narcissism on SNS was found to exist and this was found to affect the users’ e-WOM behavior regarding social commerce products.
This research explores the narcissistic phenomenon of SNS and social commerce users through the use of qualitative approaches.

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