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Resumo

While sharing positive content about a brand's products can bring huge benefits, when and what motivates consumers to post on social media is still an underexplored area, especially in a conspicuous consumption context. Therefore, this study tries to explain customers' journey when engaging in conspicuous consumption and consumption-sharing behavior on social media by applying fear of missing out (FOMO), self-presentation, and social network types. This research was conducted with 400 respondents in the US, and the data were analyzed using PROCESS models. Results reveal that FOMO positively affects conspicuous consumption and consumption-sharing behavior. Moreover, conspicuous consumption and consumption-sharing behavior differ under the influence of self-presentation desire and the type of social network they have. The study contributes to the current literature by investigating the factors encouraging customers to share their conspicuous consumption on social media. It also offers significant insights and recommendations for marketers to increase brand awareness.

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