When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest

TLDR

Consumers often use product posts on social media to signal identity. The study examines conditions under which posting about products can paradoxically lower subsequent purchase intentions. The authors identify moderators that can mitigate the negative impact of identity‑signaling posts on purchase intent. Experiments show that identity‑relevant product posts reduce purchase intentions for those and similar products, guiding firms to adjust social media marketing to avoid such negative outcomes.

Abstract

Consumers frequently express themselves by posting about products on social media. Because consumers can use physical products to signal their identities, posting about products on social media may be a way for consumers to virtually signal identity. The authors propose that there are conditions in which this action can paradoxically reduce a consumer’s subsequent purchase intentions. Five experiments demonstrate that posting products on social media that are framed as being identity-relevant can reduce a consumer’s subsequent purchase intentions for the same and similar products, as this action allows consumers to virtually signal their identity, fulfilling identity-signaling needs. Fortunately for retailers, the authors suggest theoretically and managerially relevant moderators that attenuate this negative effect on intent to purchase. These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes.