TY - JOUR
T1 - Sneaking the dark side of brand engagement into Instagram
T2 - The dual theory of passion
AU - Okazaki, Shintaro
AU - Schuberth, Florian
AU - Tagashira, Takumi
AU - Andrade, Victoria
N1 - Funding Information:
This research has been funded by the Research Incubator Fund (RIF 2017/18) of King's Business School at King's College London. The authors thank the special issue guest editor, Professor Kyung Hoon Kim, for his guidance during the review process, and three anonymous reviewers whose suggestions helped improve and clarify this manuscript.
Funding Information:
This research has been funded by the Research Incubator Fund ( RIF 2017/18 ) of King’s Business School at King’s College London . The authors thank the special issue guest editor, Professor Kyung Hoon Kim, for his guidance during the review process, and three anonymous reviewers whose suggestions helped improve and clarify this manuscript.
Publisher Copyright:
© 2019 Elsevier Inc.
PY - 2021/6/1
Y1 - 2021/6/1
N2 - 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.
AB - 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.
U2 - 10.1016/j.jbusres.2019.11.028
DO - 10.1016/j.jbusres.2019.11.028
M3 - Article
VL - 130
SP - 493
EP - 505
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -