Sneaking the dark side of brand engagement into Instagram: The dual theory of passion

The dual theory of passion indicates harmonious leads to obsessive passion. This study contemplates that brand engagement (harmonious passion) compulsive behavior (obsessive in two ways: social media use and buying. Echoing prior research, we posit three personality traits associated with behaviors—vanity, narcissism, materialism—moderate these relationships, while technostress mediates the effect on We conduct an online survey UK 527 consumers, using structural equation modeling for data analysis. results indicate vanity moderates ? relationship: as intensifies, increases. Likewise, narcissism buying relationship. In contrast, materialism neither use, nor