Effects of digital envy on brand word-of-mouth (WOM) and peer appraisal

Camille Singh, Lawrence Ang

Research output: Contribution to journalMeeting abstract

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 languageEnglish
Number of pages1
JournalANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
Publication statusPublished - 2015
EventAustralian and New Zealand Marketing Academy Conference (2015) - Sydney
Duration: 30 Nov 20152 Dec 2015

Keywords

  • digital envy
  • brand word-of-mouth

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