The effect of jealousy and envy on the online brand community engagement valence and level.
(A2019-9860)

AUTHORS

Doaa Mohamed, University of Bologna

KEYWORDS

OBC Engagement; jelaousy ; envy

ABSTRACT

In this paper, a new theoretical model is proposed for the determinants of a customer’s engagement in online brand communities that focuses on the effect of experiencing jealousy and envy. It is expected to find that the customers can engage negatively in or disengage from the online brand communities as a result of others’ positive engagement through experiencing jealousy and envy from the upward comparison between his/her engagement to other’ customers engagement. Or as a result of their own positive engagement in the community and the experience of being envied, that can lead the customer to increase/or decrease their level of positive engagement, negatively engage, or disengage. Those findings will help the managers to monitor the activities that might induce the jealousy and envy within the brand community and provide new insights into the complexity of the consumer behaviour.