@misc{10498/39677,
year = {2026},
month = {5},
url = {http://hdl.handle.net/10498/39677},
abstract = {This study investigates the impact of brand–person congruence (BPC) and the fear of missing out (FoMO) on
consumer happiness, considering the mediating role of emotional marketing (EM) and gender-based structural
differences. Drawing on self-congruence theory and the Differential Emotion Processing Theory, a relational
model integrating identity, social and affective variables is proposed. A quantitative, cross-sectional design was
employed to analyse data collected from 360 young consumers via an online, structured questionnaire. The model
was estimated using covariance-based structural equation modelling (CB-SEM) and multigroup analysis (MGASEM).
Results indicate that both BPC and FoMO significantly affect EM, which acts as a key mediator linking
identity and social factors to consumer happiness. Gender differences were observed: among men, BPC directly
influences happiness, whereas among women, FoMO exerts a direct impact. EM emerges as an emotional translator
that transforms symbolic congruence and social tensions into subjective happiness. The findings contribute to
the theoretical understanding of consumer happiness as a relational outcome shaped by identity-related and social
dynamics and influenced by emotional mechanisms. From a managerial standpoint, the study offers practical
insights for developing ethical, emotionally responsible, and happiness-oriented marketing strategies in digital
consumption contexts.},
organization = {RED INTERNACIONAL UNIVERSITARIA DE LA FELICIDAD},
publisher = {Universidad del País Vasco},
keywords = {Consumer happiness},
keywords = {Emotional marketing},
keywords = {Brand–person congruence},
keywords = {FoMO},
keywords = {Gender differences},
title = {What makes consumers happy? The role of FoMO, brand-person congruence and emotional marketing in a multi-gender model},
doi = {10.5295/cdg.252548rr},
author = {Martínez-Arvizu, Orlando Josue and Salazar-Altamirano, Mario Alberto and Galiano Coronil, Araceli and Ravina Ripoll, Rafael},
}