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

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