Sneaking the dark side of brand engagement into Instagram: The dual theory of passion

Shintaro Okazaki*, Florian Schuberth, Takumi Tagashira, Victoria Andrade

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

4 Citations (Scopus)
1 Downloads (Pure)

Abstract

The dual theory of passion indicates harmonious passion leads to obsessive passion. This study contemplates that brand engagement (harmonious passion) leads to compulsive behavior (obsessive passion) in two ways: compulsive social media use and compulsive buying. Echoing prior passion research, we posit that three personality traits associated with compulsive behaviors—vanity, narcissism, and materialism—moderate these relationships, while technostress mediates the effect of compulsive social media use on compulsive buying. We conduct an online survey in the UK with 527 consumers, using structural equation modeling for data analysis. The results indicate vanity moderates the brand engagement → compulsive social media use relationship: as vanity intensifies, the effect of brand engagement on compulsive social media use increases. Likewise, narcissism moderates the compulsive social media use → compulsive buying relationship. In contrast, materialism moderates neither the brand engagement → compulsive social media use, nor the compulsive social media use → compulsive buying relationship.
Original languageEnglish
Pages (from-to)493-505
Number of pages13
JournalJournal of business research
Volume130
DOIs
Publication statusPublished - 1 Jun 2021

Fingerprint

Dive into the research topics of 'Sneaking the dark side of brand engagement into Instagram: The dual theory of passion'. Together they form a unique fingerprint.

Cite this