Online sharing behavior on social networking sites: Examining narcissism and gender effects

Abstract

With the rapid emergence of social networking sites, the marketing landscape has changed dramatically. Consumers’ sharing behaviors on social networking sites (SNSs) can be guided by both self and social related motives. This study suggested that narcissism is an important psychological factor that impacts sharing behavioral intentions. To provide deeper insights into the SNS phenomenon in the foodservice industry, the current study proposed a conceptual framework to capture customers’ narcissistic personality traits and online SNS activities. The findings of this study can enhance the restaurant social media marketing literature by filling a gap in the research that has previously been ignored. Such findings provide managerial implications for designing more effective social media marketing campaigns that strategically encourage customers to share their consumption experiences.