How community feedback to user-generated content shapes electronic word of mouth: The role of self-conscious emotions and narcissism

Abstract

Consumers often share their consumption experiences on social media. However, little is known about how they respond to feedback from the online community and how these responses influence electronic word of mouth (eWOM). Addressing this gap, our research draws on self-enhancement theory to examine the mediating role of pride and shame, two self-conscious emotions of particular relevance in identity-driven environments like social media, where public approval or disapproval can elicit strong self-evaluative reactions. In addition, we investigate the moderating influence of narcissism, distinguishing between its grandiose and vulnerable forms. Study 1 demonstrates that feedback impacts eWOM via pride and shame, with divergent patterns for individuals high in grandiose versus vulnerable narcissism. Study 2 replicates these findings and further reveals that these emotions also mediate the effect of feedback on brand evaluations. We conclude by discussing implications for targeting narcissistic consumers through user-generated content strategies.