Gaps in previous promoting Literature
Researchers realize that customers can prefer sure behaviors and merchandise once their the desired level of social connectedness is unmet. Some folks fill the property voids with long-distance para-social-relationships (Horton and Wohl 1956), adopt pet animals (Beck and Meyers 1996), and attribute objects and merchandise (Waytz, Cacioppo, and Epley 2010). Wang, Zhu, and knife (2012) have an interest in however loneliness affects consumers’ acceptance of consensus-related social cues out of the concern of negative analysis by others. once selecting merchandise for personal consumption, lonely shoppers area unit found to like minority-endorsed products. shoppers like majority-endorsed merchandise once their product preferences area unit subject to public judgment. in addition, loneliness has been related to robust materialism in Pieters’ analysis (2013). whereas previous research has provided a basic understanding of however loneliness could have an effect on consumers’ product alternative in numerous consumption contexts, many gaps stay.
Third, loneliness has been treated as a one-dimensional status of mind in previous selling scholarship (e.g., Pieters 2013; Wang, Zhu, and knife 2012). In my thesis, I gift loneliness as a multi-faceted social and emotional development. I distinguish between the 2 sorts of loneliness, namely, emotional loneliness (stemming from the shortage of emotional attachment) and social loneliness (stemming from the shortage of a way of cluster belongingness). This distinction is predicated on Weiss’s work (1973), and that I examine the results of those 2 sorts of loneliness on consumers’ engagement with social media messages. To explore these queries, I exploit a mixture of qualitative analysis and quantitative analysis strategies, together with in-depth interviews and 4 experimental studies, within the context of digital media.