INVESTIGATING THE BINGE-WATCHING BEHAVIOR ON INSOMNIA AND OBESITY AMONG GENERATION Z

Background and Aims: The study identified the risks of increased screen time on generation z considering two parameters i.e., insomnia and obesity and the moderating role of self-control. Methodology: A cross-sectional study was conducted by convenient sampling technique. The survey only included people who were born between 1997 and 2002. The analysis of the effects of variables took into account only a few parameters.  Discriminant validity and convergent validity was used to check reliability and validity while path coefficient analyzed the hypothesis. Results: Binge-watching has positive significant impact on insomnia and obesity (p<0.05), and the self-control strongly effect the relationship of binge-watching, obesity and insomnia as a moderator (p<0.05). Conclusion: Binge-watching caused insomnia and obesity while self-control in direct relation to obesity and insomnia controlled the prevalence rate. The moderating role of self-control showed that insufficiency of self-control during binge-watching led to obesity and insomnia. The outcome indicated that Generation Z needs to be encouraged to practice self-control through public health initiatives, social media, seminars, workshops, etc. At the same time, people need to be made aware of how binge-watching affects their health. Keywords: Insomnia, obesity, self-control, screen time, technology, mortality, exercise.

Brand Experience: the Dimensional Necessitation of Self-Congruence Facets and Spillover to Consumers Affective Responses

The central purpose of the study is to investigate the role of brand experience with respect to actual self-congruence, ideal self-congruence, brand experience, emotional brand attachment and orientation toward happiness. In order to achieve the objective, the chapter comprehensively discussed the study variables and their association in the hypothesized direction. The study is based on self-congruity theory and argued that consumers associate their sense of self with brands, and brand imbued with consistent brand personality to self evokes strong brand experience, emotional brand attachment and orientation toward happiness. The self-congruence can be in the form of actual self-congruity and ideal self-congruence. The actual self-congruence and ideal self-congruence relationships are based on self-verification theory and self-enhancement theory. The relationship of actual self-congruence and ideal self-congruence with orientation toward happiness and brand experience is based on positive psychology contention that people seek happiness from their daily life activities. The chapter further discussed and grounded the hypothesis based on theoretical groundings and prior literature.