...Manit Mishra; Snigdha Mohapatra Purpose The purpose of this study is to present a nuanced understanding of the underlying facets of extant consumer research on narcissism and, thereafter, leverage the insights generated to propose guideposts for future research. Design/methodology/approach...

.... The moderating impact of two dominant personalities – Machiavellianism and narcissism – was also analyzed. Based on Hunt–Vitell theory of ethics, this study aims to propose that there is a positive and significant impact of more relativistic and less idealistic moral philosophies on the decreased consumer...

...-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS. Findings...

... and PROCESS techniques. Findings Findings indicate that people prefer to receive and share relevant content, even if it is fake. Sharing fake news conveys the sender’s sociability but also creates a negative perception of narcissism. Individuals are more likely to recommend a brand if the fake news...

... to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content. Design/methodology/approach A mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi...

... internal validity at the cost of external validity) is another limitation of this work. Practical implications The construct of narcissism plays a critical role in the way people evaluate products’ symbolic value and ultimately decide to purchase goods from a store which has a certain type of image...