How and when narcissism drives coupon sharing in social media

Purpose This study aims to explore the relationship between narcissism and coupon sharing in social media, a topic that has received limited attention in previous research. Design/methodology/approach The research is conducted in three distinct studies, including survey, a scenario experiment and a field experiment. Findings The study concludes with four findings: (1) There is a positive effect of narcissism on the intention to share coupons in social media. (2) Self-enhancement mediates the positive relationship between narcissism and coupon sharing in social media. (3) The recipients of the coupon moderate the relationship between narcissism and self-enhancement, with a stronger positive effect observed when coupons are shared with a group rather than an individual. (4) The recipients of the coupon also moderate the relationship between narcissism and the intention to share coupons on social media, with a more significant positive impact when sharing with a group compared to an individual. Research limitations/implications The sample utilized in this paper is exclusively from China, and there is a lack of cross-cultural sample validation. Practical implications The research has practical implications for social media marketing strategies. Understanding the role of narcissism in coupon sharing can inform targeted marketing efforts, leveraging the desire for self-enhancement to encourage brand promotion and customer engagement. Furthermore, the article suggests that enterprises should pay attention to the receipts of coupon sharing in a group or an individual. Originality/value This study contributes to the literature by addressing a gap in understanding the intersection of narcissism and social media behaviors related to coupon sharing. The originality lies in the identification of both mediating and moderating variables that influence the relationship between narcissism and social media sharing intentions.