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A trip down memory lane: Antecedents and outcomes of ad‐evoked nostalgia on Facebook
Author(s) -
Youn Seounmi
Publication year - 2020
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1808
Subject(s) - psychology , context (archaeology) , social psychology , advertising , business , paleontology , biology
Integrating the theories of nostalgia and consumer‐brand relationships, this study developed and tested a theoretical model for understanding ad‐evoked nostalgia within the context of Facebook. Online survey data ( n = 395) were collected using Amazon MTurk to disentangle the relationships between antecedents, ad‐evoked nostalgia, and outcomes. An analysis of the structural model revealed that the need to belong and nostalgia proneness had positive, direct effects on ad‐evoked nostalgia, which subsequently affected self‐brand connections and brand engagement behaviors on Facebook. Facebook use intensity was not found to influence ad‐evoked nostalgia. Theoretical and managerial implications, along with future research directions, were discussed.