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
Handshaking Promotes Deal-Making By Signaling Cooperative Intent
Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA