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Related Experiment Video

Updated: Sep 22, 2025

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Sharing Reward Program Based on Face Consciousness in Social Media.

Xiuli Han1, Chunhua Ju1,2, Fuguang Bao1,2,3

  • 1School of Management Engineering and E-Business, Zhejiang Gongshang University, Hangzhou, 310018, People's Republic of China.

Psychology Research and Behavior Management
|May 23, 2022
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Summary

Enterprises should tailor sharing reward programs (SRPs) based on consumer face consciousness. High face consciousness necessitates low rewards and requirements, while low face consciousness allows for higher rewards and requirements for optimal marketing effects.

Keywords:
face consciousnessgame modelmarketing strategyreward programsharing behavior

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Area of Science:

  • Social Marketing
  • Consumer Behavior
  • Game Theory

Background:

  • Sharing reward programs (SRPs) are prevalent in social marketing to enhance effectiveness.
  • Limited research exists on how consumer self-presentation and face consciousness influence enterprise SRPs.

Purpose of the Study:

  • To investigate the impact of consumers' self-presentation and face consciousness on optimizing enterprise sharing reward programs (SRPs).

Main Methods:

  • A Stackelberg game model was developed involving enterprises, sharers, and potential consumers.
  • Exogenous variables included commodity information status identity, sharer self-presentation preference, and commodity price.

Main Results:

  • High sharer face consciousness suggests enterprises should implement low-reward, low-requirement SRPs.
  • Low sharer face consciousness indicates high-reward, high-requirement SRPs are more effective.
  • When face consciousness is low, optimal SRPs are influenced by product price and sharer's social network size.

Conclusions:

  • Incorporating consumer self-presentation and face consciousness into incentive policies can significantly improve enterprise profitability.
  • Understanding these psychological factors is crucial for designing effective social marketing strategies.