The moderating effects of gender and number of friends on the relationship between self-presentation and brand-related word-of-mouth on Facebook

This study examines the influence of self-presentation on brand-related word-of-mouth (WOM) and the moderating roles of gender and number of Facebook friends on the relationship between self-presentation and brand-related WOM. Data were collected from Facebook users (N = 400) via an online survey. Hierarchical multiple regression analysis revealed that self-presentation is positively related to brand-related WOM. It was also found that gender moderates the relationship between self-presentation and brand-related WOM. Results show that men are more likely than women to post brand-related content on Facebook when they actively engage in self-presentation. The article concludes with a discussion of how the number of Facebook friends negatively moderates the relationship between self-presentation and brand-related WOM.