Keywords: Social comparison orientation
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Journal Articles

Advertising joy of missing out ( JOMO ): the roles of brand authenticity, self-brand congruity, and social comparison orientation

Ser Zian Tan, Poh Ling Tan, Weng Marc Lim, Boon-Liat Cheng
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management 1–15.
https://doi.org/10.1108/JPBM-02-2026-6812
Published: 01 October 2026
... to examine that effect through brand authenticity and self-brand congruity, with social comparison orientation tested as a boundary condition. Design/methodology/approach Three between-subjects experiments (n = 625) with social media users compare JOMO-oriented against non-JOMO-oriented...
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Includes: Supplementary data
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