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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Featured

A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps

Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)

Read More

Featured

Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices

Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.