"I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth
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-concep...
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| Format: | Others |
| Language: | English |
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University of North Texas
2010
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc31549/ |