Abstract
Envy is an emotion that follows upward social comparison. It occurs when a person covets but lacks what another possesses. Envy is now becoming prevalent on Facebook. A 2x2 experiment was conducted on the swimwear category. It found that the two types of envy (deserving and undeserving) and brand familiarity (known and unknown brands) have different outcomes for brand WOM, peer appraisal and intensity of the envy experienced. The deserving condition generates more positive brand WOM, peer appraisal and a higher intensity of envy than the undeserving condition. For brand WOM, the effects of a known brand is stronger.
| Original language | English |
|---|---|
| Number of pages | 1 |
| Journal | ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings |
| Publication status | Published - 2015 |
| Event | Australian and New Zealand Marketing Academy Conference (2015) - Sydney Duration: 30 Nov 2015 → 2 Dec 2015 |
Keywords
- digital envy
- brand word-of-mouth