Abstract

We conducted two experimental studies to examine how malicious and benign envy and the number of likes as a social proof determine the intention to click “like” on luxury advertisements on social media. As expected, benign enviers reacted positively to an ad with high like totals. In contrast, malicious enviers reacted positively to an ad with low like totals. Testing the effects of culture on this relationship revealed individualistic versus collectivist cultural differences. US consumers tend to have higher intentions to click “like” when malicious envy is paired with low numbers of likes. Comparatively, Korean consumers show higher click intentions when benign envy is paired with high numbers of likes. Theoretical and managerial implications are discussed.

摘要

我们进行了两项实验研究，以检验恶意和良性嫉妒以及作为社会证明的点赞数如何决定在社交媒体上的奢侈品广告上点击“点赞”的意图。正如预期的那样，好心的嫉妒者对总点数高的广告反应积极。相比之下，恶意的嫉妒者对总点数较低的广告反应积极。测试文化对这种关系的影响揭示了个人主义与集体主义的文化差异。当恶意嫉妒与少量喜欢配对时，美国消费者往往有更高的意愿点击“喜欢”。相比之下，当良性嫉妒与大量喜欢配对时，韩国消费者表现出更高的点击意愿。理论和管理影响进行了讨论。