%0 Journal Article 
%A Martínez-Arvizu, Orlando Josue
%A Salazar-Altamirano, Mario Alberto
%A Galiano Coronil, Araceli
%A Ravina Ripoll, Rafael
%T What makes consumers happy? The role of FoMO, brand-person congruence and emotional marketing in a multi-gender model

%D 2026
%@ 1131-6837
%U http://hdl.handle.net/10498/39677
%X 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.
%K Consumer happiness
%K Emotional marketing
%K Brand–person congruence
%K FoMO
%K Gender differences
%~ Universidad de Cádiz