...Reza Fazli-Salehi; Mahshid Jahangard; Ivonne M. Torres; Rozbeh Madadi; Miguel Ángel Zúñiga Purpose The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers...

.... Acknowledging that self-mocking appeals are built on self-disclosure of a negative attribute with different managerial practices ranging from the disclosure of a weak negative attribute to the disclosure of a strong negative attribute, the first contingency factor is linked to the self-mockery execution...

.... Originality/value Although previous research on reversibility in consumer behavior focused on product return policies and showed that reversibility increases purchases, none have studied how reversibility affects self-disclosure and how it can decrease it. This potential for “over-disclosure” can...