"I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth

PDF Version Also Available for Download.

Description

To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging ... continued below

Physical Description

vii, 155 p. : ill.

Creation Information

Taylor, David George August 2010.

Context

This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 1637 times , with 11 in the last month . More information about this dissertation can be viewed below.

Who

People and organizations associated with either the creation of this dissertation or its content.

Chair

Committee Members

Publisher

Rights Holder

For guidance see Citations, Rights, Re-Use.

  • Taylor, David George

Provided By

UNT Libraries

With locations on the Denton campus of the University of North Texas and one in Dallas, UNT Libraries serves the school and the community by providing access to physical and online collections; The Portal to Texas History and UNT Digital Libraries; academic research, and much, much more.

Contact Us

What

Descriptive information to help identify this dissertation. Follow the links below to find similar items on the Digital Library.

Degree Information

Description

To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging in WOM is used to build the self-concept. To date there has not been an extensive examination of the process by which WOM transfers the meaning of a product, brand, advertisement or narrative from one consumer to another as part of identity construction. This dissertation attempts to answer the following research questions: 1. Do self-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent the effects of message characteristics, product/brand characteristics and individual personality differences on the self-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design, hypotheses were tested using structural equation modeling (SEM). The results suggest that self-concept and identity indeed motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of products as self-expression. This research provides suggestions for practitioners in harnessing the potential of eWOM as a marketing strategy through message development and targeting of lucrative segments with viral campaigns.

Physical Description

vii, 155 p. : ill.

Language

Identifier

Unique identifying numbers for this dissertation in the Digital Library or other systems.

Collections

This dissertation is part of the following collection of related materials.

UNT Theses and Dissertations

Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process. Some ETDs in this collection are restricted to use by the UNT community.

What responsibilities do I have when using this dissertation?

When

Dates and time periods associated with this dissertation.

Creation Date

  • August 2010

Added to The UNT Digital Library

  • March 30, 2011, 9:15 p.m.

Description Last Updated

  • June 22, 2011, 2:16 p.m.

Usage Statistics

When was this dissertation last used?

Yesterday: 0
Past 30 days: 11
Total Uses: 1,637

Interact With This Dissertation

Here are some suggestions for what to do next.

Start Reading

PDF Version Also Available for Download.

Citations, Rights, Re-Use

Taylor, David George. "I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth, dissertation, August 2010; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc31549/: accessed August 22, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .