Leaving the door open: Consumer brand orbiting on social media

Inspired by the modern dating concept of orbiting, whereby individuals maintain a social media presence without direct interactions, this study examines this emerging phenomenon within the context of consumer-brand relationships. Using a multi-study, mixed-methods approach, we first conduct a qualitative brand collage construction to identify the characteristics of both brands and consumers that contribute to orbiting behavior and inform the focal constructs. Two subsequent quantitative surveys empirically examine two primary psychological motivations behind orbiting (i.e., informational and hedonic), their impact on social media engagement, and their influence on positive word-of-mouth intentions. Additionally, we analyze how sociopolitical/ethical reasons for distancing from a brand moderate these effects. The findings build theory by introducing brand orbiting as a unique engagement pattern and by providing theoretical insights into the motivations for and consequences of consumer brand orbiting. For practice, this study offers valuable guidance for social media managers on how to effectively engage orbiters.