RT journal article
T1 What makes consumers happy? The role of FoMO, brand-person congruence and emotional marketing in a multi-gender model
T2 ¿Qué hace feliz al consumidor? El rol del FoMO, la congruencia marca-persona y el marketing emocional en un modelo multigénero.
A1 Martínez-Arvizu, Orlando Josue
A1 Salazar-Altamirano, Mario Alberto
A1 Galiano Coronil, Araceli
A1 Ravina Ripoll, Rafael
A2 Organización de Empresas
K1 Consumer happiness
K1 Emotional marketing
K1 Brand–person congruence
K1 FoMO
K1 Gender differences
AB This study investigates the impact of brand–person congruence (BPC) and the fear of missing out (FoMO) onconsumer happiness, considering the mediating role of emotional marketing (EM) and gender-based structuraldifferences. Drawing on self-congruence theory and the Differential Emotion Processing Theory, a relationalmodel integrating identity, social and affective variables is proposed. A quantitative, cross-sectional design wasemployed to analyse data collected from 360 young consumers via an online, structured questionnaire. The modelwas 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 linkingidentity and social factors to consumer happiness. Gender differences were observed: among men, BPC directlyinfluences happiness, whereas among women, FoMO exerts a direct impact. EM emerges as an emotional translatorthat transforms symbolic congruence and social tensions into subjective happiness. The findings contribute tothe theoretical understanding of consumer happiness as a relational outcome shaped by identity-related and socialdynamics and influenced by emotional mechanisms. From a managerial standpoint, the study offers practicalinsights for developing ethical, emotionally responsible, and happiness-oriented marketing strategies in digitalconsumption contexts.
PB Universidad del País Vasco
SN 1131-6837
YR 2026
FD 2026-05-28
LK http://hdl.handle.net/10498/39677
UL http://hdl.handle.net/10498/39677
LA eng
NO RED INTERNACIONAL UNIVERSITARIA DE LA FELICIDAD
DS Repositorio Institucional de la Universidad de Cádiz
RD 07-nov-2026