How Brand Conversations on Social Media Prompt Jealousy in Brand Relationships

We investigate how brands’ use of flattery on social media impacts brand humanization perceptions and associated feelings of jealousy. We find that brand flattery toward other consumers generates jealousy similarly to social relationships and that brands positioned on warmth or competence appear to induce consumer jealousy in different ways.


Andria Andriuzzi, Géraldine Michel, and *Claudiu Dimofte (2020) ,"How Brand Conversations on Social Media Prompt Jealousy in Brand Relationships", 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: 190-191.


Andria Andriuzzi, Jean Monet University
Géraldine Michel, Sorbonne Business School Paris
*Claudiu Dimofte, San Diego State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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