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When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms
Purpose This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and ...
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ...
'Consuming good' on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?
(Springer Verlag, 2018-08-21)
Mentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour (CDB) literature, we investigate ...