Being envied: the effects of perceived emotions on eWOM intention

This study investigates a widespread yet under-researched phenomenon on social media: being envied. From the perspective of social interaction, we examine how the envy in reviews affects the posters' eWOM intention. The results of a pilot study and three experiments revealed that posters’ perception of being benignly (maliciously) envied will increase (decrease) their eWOM intention, and the effect is stronger (weaker) when posters and reviewers have strong (weak) ties. Compared with people focusing on promotion, those focusing on prevention showed a higher level of anxiety and lower self-confidence when being envied. Self-confidence (anxiety) has a mediating effect between being benignly (maliciously) envied and eWOM intention, while the mediating effect of anxiety is only significant in two conditions: (1) strong ties and (2) prevention orientation. Our findings are of great significance for marketers to optimize online word-of-mouth marketing strategies and encourage consumers to spread eWOM on social media.