Self-presentation, privacy and electronic word-of-mouth in social media

Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the data have been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences.