Word-of-mouth (WOM) communications have a great importance for brands’
marketing success and sales. The context in which the WOM communications take
place is not yet well studied, and its effect on WOM behavior is not well known. This
research studies on how crowdedness affects what people share and focuses on whether
crowdedness makes consumers more likely to share self-presentational (as opposed to
audience-focused or useful) content. Hypothesis that consumers are more likely to share
self-presentational content in crowded environments was not supported by the
controlled experiment conducted, but additional analyses provide insights on how
different emotions affect what people share
