The Effects of Loneliness on Consumers’ Attitudes Towards Brands’ Social Media Strategies
Document Type
Article
Publication Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publication Date
1-1-2022
Abstract
There are two popular digital media strategies that marketers use: one that relies on posting brand experience and brand moments, and the other that relies on receiving product updates and promotional offers. The major challenge over time is to determine which one is more attractive to consumers who are lonely. To date, the relationship between consumers’ loneliness and digital media strategies has not been established and empirically tested in marketing. We hope to fill this gap in literature and to offer valuable managerial implications to the domains of digital marketing and social media.
First Page
469
Last Page
478
DOI
10.1007/978-3-030-89883-0_119
Recommended Citation
Saine, R., Matos, G., & Zhao, M. (2022). The Effects of Loneliness on Consumers’ Attitudes Towards Brands’ Social Media Strategies. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 469-478. https://doi.org/10.1007/978-3-030-89883-0_119
ISSN
23636165
E-ISSN
23636173
