When Social Media Word-Of-Mouth Catches Envious Eyes: How Feelings of Being Envied Influence Self-Brand Connection

We examined the ambivalent impacts of being envied experiences, triggered by sharing luxury consumption on social media. Results from three experiments show that feeling being maliciously (benignly) envied decreases (increases) self-brand connection, mediated by anxiety (pride). The effects are more salient when consumers interact with peers with lower social-distance.



Citation:

Wenting Feng, Irina Y. Yu, and Morgan X. Yang (2020) ,"When Social Media Word-Of-Mouth Catches Envious Eyes: How Feelings of Being Envied Influence Self-Brand Connection", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1193-1193.

Authors

Wenting Feng, Hainan University
Irina Y. Yu, Chinese University of Hong Kong, China
Morgan X. Yang, The Hang Seng University of Hong Kong



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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