Can Featuring Social Media Photographs of In-Store Retail Events Cause Fomo?

Retailers create in-store promotional events to build brand community. Will posting event photos elicit FOMO and harm brand loyalty? We find event photos generate directionally more FOMO than merchandise photos. However, for less brand-connected consumers, event photos increase NPS scores, while for more connected consumers, merchandise photos increase NPS scores.


Jacqueline R. Rifkin, Cindy Chan, and Barbara Kahn (2019) ,"Can Featuring Social Media Photographs of In-Store Retail Events Cause Fomo?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 275-280.


Jacqueline R. Rifkin, Duke University, USA
Cindy Chan, University of Toronto, Canada
Barbara Kahn, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 47 | 2019

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