#25. Professor Alixandra Barasch: Why We Share Online and How To Manage Our Brand When We Do

Alixandra Barasch is an Associate Professor of Marketing at the University of Colorado. Having earned her Ph.D. in Marketing from The Wharton School, University of Pennsylvania, she was previously an Assistant Professor at New York University and a Visiting Associate Professor at INSEAD. Alix studies how new technologies are fundamentally reshaping consumer behaviour and well-being.SummaryProfessor Barasch discusses why humans engage in social media and the psychological motives behind sharing information online. She explores self-focused motives, such as impression management and emotion regulation, and other-focused motives, such as sharing useful content and finding common ground. The research suggests that authenticity and empathy are crucial in how others perceive pro-social behaviour online.TakeawaysPeople share information on social media for both self-focused and other-focused motives.Self-focused motives include impression management and emotion regulation, while other-focused motives involve sharing useful content and finding common ground.Sharing good deeds on social media can be perceived as authentic pro-social behaviour if it conveys empathy and emotions.The order and context of sharing information on social media can influence how others perceive the motives behind the behaviour.Authenticity and empathy are key factors in shaping the perception of pro-social behaviour online. Impression management plays a significant role in our online presence, and there are trade-offs between authenticity and polish.Photo sharing can enhance enjoyment and immersion in positive experiences, but the goal and context of the photos matter.Phone addiction is a real concern, especially in terms of social interactions and well-being.Key Moments01:47 Exploring the Psychological Motives Behind Social Media Engagement05:15 Understanding the Reasons for Sharing Information Online10:27 Exploring the Motivations for Doing Good Deeds29:12 Impression Management in the Online Space39:45 The Effects of Photo Taking47:19 Addressing Phone Addiction51:22 Considering Others in Technology Use55:15 Nuances and Trade-Offs of TechnologyMusic credit: David Cutter Music / @dcuttermusic Hosted on Acast. See acast.com/privacy for more information.