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On these sites, however, such interaction by consumers is visible, contributing to their self-presentation, which can be seen by their wider network; some of whom will find it appropriate, others may not. Currently, little is known about the effects of consumers\u2019 own diverse set of audiences on behavioral intention toward brand interaction and emotional effect. The paper aims to discuss these issues.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Survey methodology (<jats:italic>n<\/jats:italic>=386) was adopted to examine intention to interact with real brand posts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results show that the brand interaction is associated with social anxiety when it is felt that visible evidence of such actions is discrepant from the audience expectations. This, then, constrains the behavioral intention to interact with brands online.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>For businesses to maximize brand interactions and minimize social anxiety, they must be mindful of not just the expectations of their target but also consider their target\u2019s own network. For site designers, this research urges for greater refining of privacy tools and suggests the addition of a \u201cSecret Like\u201d option.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Encouraging visible brand interaction through social media is paramount for businesses. Managers focus only on their target audience when designing content but neglect to consider the self-presentational implications of interacting with branded content to wider networks. This paper shows that this must be considered to increase success and maintain ethical practice. This is of value for multiple-stakeholders, managers, users, site designers and academics.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-10-2015-0263","type":"journal-article","created":{"date-parts":[[2017,5,10]],"date-time":"2017-05-10T03:58:18Z","timestamp":1494388698000},"page":"210-226","source":"Crossref","is-referenced-by-count":9,"title":["\u201cWhat if my mum sees it?\u201d"],"prefix":"10.1108","volume":"30","author":[{"given":"Ben","family":"Marder","sequence":"first","affiliation":[]},{"given":"Avi","family":"Shankar","sequence":"additional","affiliation":[]},{"given":"David","family":"Houghton","sequence":"additional","affiliation":[]},{"given":"Adam","family":"Joinson","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"1","key":"key2020120821383293300_ref001","first-page":"1","article-title":"Characteristics of single-item measures in Likert scale format","volume":"8","year":"2010","journal-title":"The Electronic Journal of Business Research Methods"},{"key":"key2020120821383293300_ref002","unstructured":"Arkin, R.M. and Sheppard, J.A. 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