Sneaking the dark side of brand engagement into Instagram: The dual theory of passion

The dual theory of passion indicates harmonious passion leads to obsessive passion. This study contemplates that brand engagement (harmonious passion) leads to compulsive behavior (obsessive passion) in two ways: compulsive social media use and compulsive buying. Echoing prior passion research, we posit that three personality traits associated with compulsive behaviors—vanity, narcissism, and materialism—moderate these relationships, while...