What makes consumers happy? The role of FoMO, brand-person congruence and emotional marketing in a multi-gender model

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.