The Role of Social Media-Induced Fomo in Strengthening Brand Communities
Retailers often post photos of brand events on social media, but it is unclear how this affects consumers who did not attend the event. Field and lab studies demonstrate that seeing social media photos of missed brand events can trigger FOMO, which increases future intentions to engage with the brand.
Jacqueline R. Rifkin, Cindy Chan, and Barbara Kahn (2020) ,"The Role of Social Media-Induced Fomo in Strengthening Brand Communities", 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: 1134-1138.
Jacqueline R. Rifkin, University of Missouri-Kansas City
Cindy Chan, University of Toronto, Canada
Barbara Kahn, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 48 | 2020
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
Tattoo: A Perspective Beyond Estethics
Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid