Please enable JavaScript.

Coggle requires JavaScript to display documents.

Where is the joy?, Definition of Joy, Authenticity through joy in brand…

- - - - Seeking pleasure
  - - - Fun digital experiences
    - - Everyday life
      - Workplaces, schools etc.
- - - - strong emotional reaction
        
        more likely to engage with content
- - - - . It has been suggested that self-congruence can enhance affective, attitudinal, and behavioral consumer responses to the brand (e.g., Aaker 1999; Grohmann 2009). In particular, because the consumer’s self-concept must be involved for an emotional brand attachment to occur (Chaplin and John 2005; Park et al. 2010), self-congruence should play an especially prominent role in creating emotional brand attachment
- - - - Bosen and Kottasz (2020) reasoned that there may be different experiences using TikTok across different countries because of the cultural values that are dominate in countries. Qualitative studies with TikTok users from outside of China would be an important next step to continue to build knowledge on the gratifications related to short-form centered social media.
- - - - Humor
      - Neuroscience aspect
        
        Strong emotional reaction
        
        More likely to engage
- - - - Brand fit