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  1. ‘Consuming Good’ on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions?Elaine Wallace, Isabel Buil & Leslie de Chernatony - forthcoming - Journal of Business Ethics:1-16.
    Mentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour literature, we investigate ‘conspicuous virtue signalling’, as conspicuous consumption on Facebook. CVS occurs when an individual mentions a charity on their Facebook profile. We investigate need for uniqueness and attention to social comparison information as antecedents of two types of CVS–self-oriented and other-oriented. We also explore the relationship between CVS and self-esteem, and offline (...)
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