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
Silencing the Call of the Sirens
Janet Schwartz, Tulane University, USA
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy
Rafay A Siddiqui, Hong Kong Polytechnic University
Jane Park, University of California Riverside, USA
Frank May, Virginia Tech, USA