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JEALOUSY AND ATTACHMENT 2.0: THE ROLE OF ATTACHMENT IN THE EXPRESSION AND EXPERIENCE OF JEALOUSY ON FACEBOOK

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Abstract

The main objective of this research was to investigate how people use Facebook within the context of their romantic relationships from an attachment theory perspective. In the present study, a convenience sample (n = 179) completed an online survey with questions about Facebook use, attachment style, uncertainty-related behaviors, jealousy, relationship satisfaction and commitment. Results indicate that 1) there is a positive correlation between jealousy and Facebook use; 2) also, there is a positive correlation between jealousy and the time an individual spends viewing their partner s profile; 3) further, jealousy is positively related to uncertainty-reducing behaviors. Taken together, these results support the assertion that there is a downward spiral involving jealousy and Facebook. Results also showed that there are two types of uncertainty-related behaviors: antisocial behaviors and territorial behaviors. Anxious-ambivalent attachment styles were found to engage in antisocial behaviors the most, whereas secure individuals engaged in antisocial behaviors the least. The findings provide ample areas for future research on social networking sites and relationship variables.

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... Furthermore, in terms of marketing academic, there are a few studies on brand jealousy in businesses. Most of the studies are mainly focuses in the context of customer behavior such as (Cole, 2010;Sarkar and Sreejesh, 2014). This study illustrates that the concept of brand jealousy can be adapted and used in a cross-cultural context and useful for contemporary marketing strategies planning. ...
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In the age of Facebook, researcher plumbs shifting online relationships
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