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Attached After Logging Off: How Social Media Reduction Transforms Consumer-Brand Relationships
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Resumo(s)
The widespread use of social media platforms in modern society has intensified concerns regarding their psychological and behavioral effects, particularly in relation to emerging phenomena such as the Fear of Missing Out (FoMO). While FoMO has been shown to influence individual well-being, identity formation, and consumer-brand interactions, a growing trend of reduced social media usage raises new questions about how these dynamics evolve in contexts of digital disconnection. Addressing this gap, the present study investigates how social media discontinuance affects consumers’ emotional and behavioral relationships with brands, focusing on brand loyalty, consumer engagement, perceived value, and purchase intention. Additionally, FoMO is examined as an antecedent of discontinuance intention, and brand attachment as a moderating factor in these relationships. A quantitative survey was conducted using validated measurement scales, and the data was analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that social media discontinuance does not significantly reduce brand loyalty or perceived value, but has a positive effect on consumer engagement, suggesting more intentional and selective interactions with brands. Furthermore, brand loyalty, consumer engagement, and perceived value emerge as key drivers of purchase intention. The results also demonstrate that brand attachment plays a significant moderating role, with the effects of discontinuance varying depending on the strength of consumers’ emotional bonds with the brand. Overall, the study suggests that decreasing social media usage does not necessarily weaken consumer-brand relationships, but rather transforms how they are sustained, highlighting the importance of fostering deeper emotional connections beyond continuous digital exposure.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Discontinuance Fear of Missing Out (FoMO) Brand Attachment Consumer Engagement Purchase Intention Brand Loyalty