We study how social roles affects online sharing behavior. We propose that as the number of friends increases, consumers may perceive role conflict due to the perceived difficulty in managing diverse role expectation. As distinct social roles are made salient, they may inhibit online sharing behavior.
|Publication status||Published - 27 Oct 2017|
|Event||Association for Consumer Research Conference 2017 - Manchester Grand Hyatt, San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||Association for Consumer Research Conference 2017|
|Period||26/10/17 → 29/10/17|