When Too Many Friends Inhibit Talking: The Impact of Social Roles on Social Sharing Online

Research output: Other Conference ContributionsConference Paper (other)Researchpeer-review

Abstract

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.
Original languageEnglish
Publication statusPublished - 27 Oct 2017
EventAssociation for Consumer Research Conference 2017 - Manchester Grand Hyatt, San Diego, United States
Duration: 26 Oct 201729 Oct 2017

Conference

ConferenceAssociation for Consumer Research Conference 2017
CountryUnited States
CitySan Diego
Period26/10/1729/10/17

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CHEN, Y-J. (2017). When Too Many Friends Inhibit Talking: The Impact of Social Roles on Social Sharing Online. Paper presented at Association for Consumer Research Conference 2017, San Diego, United States.