Layers of love – exploring the interactive layers of brand love in the social media setting

What is it about?

In addition to interpersonal love, people have love relationships with non-human objects, including brands. We show that brand love is not a simple phenomenon, but rather a interactive, layered and paradoxical one, possibly including inner tensions within the group of lovers. This qualitative study is conducted in the context of an outdoor destination brand's Facebook site.

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Photo by Mandy von Stahl on Unsplash

Photo by Mandy von Stahl on Unsplash

Why is it important?

This study shows how manifold interactions can be in part of brand love relationship: there are interactions between a brand lover and the brand, interactions with like-minded lovers of the same brand, interactions with opposite-minded lovers of the same brand and also interactions triggered and expressed in wider societal context.