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

Shintaro Okazaki Ono; Florian  Schuberth; Takumi Tagashira; Maria Victoria Guimaraes Andrade

doi:10.1016/j.jbusres.2019.11.028Get

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

Shintaro Okazaki Ono, Florian Schuberth, Takumi Tagashira, Maria Victoria Guimaraes Andrade

Marketing : King's Business School

Research output: Contribution to journal › Article › peer-review

38 Citations (Scopus)

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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 language	English
Journal	Journal of Business Research
Early online date	6 Dec 2019
DOIs	https://doi.org/10.1016/j.jbusres.2019.11.028Get
Publication status	E-pub ahead of print - 6 Dec 2019

Keywords

Brand engagement
Compulsive Behavior
Materialism
Narcissism
Social media
Vanity

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10.1016/j.jbusres.2019.11.028Get

Sneaking the dark side_ONO_Accepted8November2019_GREEN AAM (CC BY-NC-ND)Accepted author manuscript, 613 KBLicence: CC BY-NC-ND

Cite this

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title = "Sneaking the dark side of brand engagement into Instagram: The dual theory of passion",

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.",

keywords = "Brand engagement, Compulsive Behavior, Materialism, Narcissism, Social media, Vanity",

author = "{Okazaki Ono}, Shintaro and Florian Schuberth and Takumi Tagashira and {Guimaraes Andrade}, {Maria Victoria}",

year = "2019",

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AU - Guimaraes Andrade, Maria Victoria

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KW - Brand engagement

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

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Keywords

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