The bittersweet of consumer–human brand relationships in the social media context
Andreawan Honora,
Maryam Memar Zadeh,
Nicole Haggerty
Abstract:The current research proposes an integrated model to investigate both the bright and the dark sides of consumer–human brand relationships facilitated by social media on consumers' lives. Grounded in the duality of social media and self‐regulation theory, the findings show that human brand attachment improves consumers' daily performance through stress relief, which in turn increases life satisfaction (Study 1). However, the findings also indicate that human brand attachment can cause consumers' daily performan… Show more
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