| Abstract [eng] |
Nowadays a person is inseparable from social networks, email or internet portals. Because of the rapid pace of life, the global pandemic, and the constant interactive interactions with the outside world, loneliness is a rapidly growing problem. According to the latest data, about 22 % of Europeans say they feel lonely. Such a person, who feels lonely, isolated, and lacking in social connection, often tries to alleviate his or her social pain with anthropomorphism. The innate desire for social connection shows that when individuals perceive an object similar to a human being, they utilize the social norms commonly used in social interaction. Another very important concept for the developed topic is brand love, one of the components of social connection. Research has revealed that love of a brand is equal to love of a real person. Therefore, it is assumed that a person who feels a lack of social connection will tend to anthropomorphize brands, equate them to a person, and eventually feel love for the brand. This reveals the need for further marketing research in the area of consumer behavior and allows the formulation of this problematic question: how consumer loneliness affects anthropomorphism and brand love? |
