The effect of crowdedness on the content of word-of-mouth communications

Word-of-mouth (WOM) communications have a great importance for brands’ marketing success and sales. The context in which the WOM communications take place is not yet well studied, and its effect on WOM behavior is not well known. This research studies on how crowdedness affects what people share and focuses on whether crowdedness makes consumers more likely to share self-presentational (as opposed to audience-focused or useful) content. Hypothesis that consumers are more likely to share self-presentational content in crowded environments was not supported by the controlled experiment conducted, but additional analyses provide insights on how different emotions affect what people share