The Effects of Loneliness on Consumers’ Attitudes Towards Brands’ Social Media Strategies

EasyChair Preprint 2400

Abstract

The objective of this study is to study whether or not lonely consumers (vs. connected consumers) prefer the brands and products that are promoted through a pro-active digital marketing strategy or prefer the brands and products that are promoted through a passive digital marketing strategy. To date, the relationship between connectedness 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.

Keyphrases: Consumer attitudes, Loneliness, Social Media Strategy, brand strategies, connectedness

@booklet{EasyChair:2400,
  author    = {Ruby Saine and Geraldo Matos and Miao Zhao},
  title     = {The Effects of Loneliness on Consumers’ Attitudes Towards Brands’ Social Media Strategies},
  howpublished = {EasyChair Preprint 2400},
  year      = {EasyChair, 2020}}