The Effects of Loneliness on Consumers’ Attitudes Towards Brands’ Social Media Strategies
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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.
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