“Consumers’ emotions in the digital world: brand love, fomo, and their connection to social media content”

• Autor(a) principal: Sanches, Patrícia Isabel Monteiro Lopes
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/48760
• topic: Consumer behavior; Brand love; Fear of missing out; Sharable content; Social media; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Understanding the emotions consumers go through in relation to brands is a never-ending study, and many concepts have been created to describe these emotions, two of them are brand love, a highly positive passionate emotional connection between consumers and brands, and fear of missing out (FOMO), a fear of not participating in desirable experiences that affects consumers. With the rise of social media, it’s safe to say brands have to find innovative ways to connect and establish healthy relationships with consumers in the digital world, and brands like Spotify are excelling at tampering with positive and negative consumer emotions. This study’s focus and main objective is exploring the manifestations of Brand love and FOMO in the digital context, and discovering if they are connected through content shared on social media. The present exploratory research takes a qualitative approach, and benefited from testimony of 14 participants, of diverse backgrounds, to comprehend the concerned topics. The results showcased a previously unexplored connection between brand love and FOMO and describes how it is established through content sharing, while commenting on topics such as brand love and FOMO, and surrounding topics like overall social media behavior, advertisement, and joy of missing out. This knowledge serves companies by instructing them on how important sharable content can be in the future of digital advertisement.