Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves

This study assesses the consequences of consumers’ self-disclosing of identification information in interactive advertising campaigns on social network sites (SNSs), for brand, product and campaign responses. Building on social response and brand relationship theory, these effects are predicted and tested in an experiment in which consumers did or did not provide personal information to the brand by interacting with an SNS campaign, identifying consumer concern about disclosing personal information as a moderator. The results demonstrate that consumers’ self-disclosure to the brand elicits favourable attitudinal and behavioural consumer responses, especially for individuals who have relatively low online privacy concerns in the SNS context.