“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Gretry, Anaïs; Horváth, Csilla; Belei, Nina; Riel, A.C.R. van

doi:10.1016/j.jbusres.2017.01.012

Cited by 140 publications

(196 citation statements)

References 51 publications

(100 reference statements)

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“…In addition, it is understudied in prior studies that what roles the firms play in the digital marketing campaign and their engagement in the online communication activities is an interesting area to be explored in future. Andrews et al(2015); Fong et al(2015); Ghose and Han(2014); Grewal et al(2016); Li and Du(2012); Luo et al(2014); Shankar et al(2016) Digital and social media advertising Ghose and Todri-Adamopoulos(2016); Gopinath et al(2013); Iyer and Katona(2015); Järvinen and Karjaluoto(2015); Kumar et al(2017); ; Liu and Mattila(2017); Malthouse et al(2013); Mariani et al(2016); Trusov et al(2016) Brand analysis Camiciottoli et al(2014); Culotta and Cutler(2016); Godey et al(2016); Gretry et al(2017); Hamilton et al(2016); Költringer and Dickinger(2015); Moro et al(2016); Nam and Kannan(2014); Nguyen et al(2015); Pournarakis et al(2017); Schweidel and Moe(2014); Tirunillai and Tellis(2014); Electronic word-of-mouth Balaji et al(2016); Cantallops and Salvi(2014); Cascio et al(2015); Chen and Xie (2005); Eisingerich et al(2015); Hennig-Thurau et al(2015); Kim et al(2015); King et al(2014); ; Lee and Song(2010); Mayzlin (2006); …”

Section: Marketing Strategymentioning

confidence: 99%

A multidisciplinary perspective of big data in management research

Sheng

Amankwah‐Amoah

Wang

2017

International Journal of Production Economics

169

145

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In recent years, big data has emerged as one of the prominent buzzwords in business and management.In spite of the mounting body of research on big data across the social science disciplines, scholars have offered little synthesis on the current state of knowledge. In this paper, we developed an integrated framework to link the multiple streams of research in fields of organisation, operations, marketing, information management and other relevant areas. Our analysis demonstrates how both structured and unstructured big data has been harnessed to inform organisational decisions and improve firm competitiveness. The review also indicates that big data has also unleashed novel challenges in term of security and privacy of personal data. In light of these, the study identifies and outlines the implications and directions for future research.

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Section: Marketing Strategymentioning

confidence: 99%

A multidisciplinary perspective of big data in management research

Sheng

Amankwah‐Amoah

Wang

2017

International Journal of Production Economics

169

145

View full text Add to dashboard Cite

show abstract

“…[23]. On social media, due to the naturally interactive environment where brand-consumer interaction largely resembles interpersonal interactions, brand anthropomorphism is even more likely to occur and brand communications are more likely to be treated as interpersonal communications [24]. Consequently, in brandconsumer communications on social media, consumers will expect brands to respect the social norms and 'talk' as their other interpersonal relationships do [25].…”

Section: Introductionmentioning

confidence: 99%

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Deng

Hine

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Enhancing consumer engagement with brand posts on social media is challenging to digital marketers. However, it is unclear what contents work better for which brand and in what way. This paper investigates the impacts of three brand post linguistic styles (i.e., emotionality, complexity, and informality) and finds that brand posts' linguistic styles can impact consumer engagement. The findings improve our understanding of the role that language plays in brand communications on social media. Communication accommodation theoryCommunication accommodation theory explains how people adjust their behaviors during communications, why they do so, and the effects arising from doing so [17][18]. According to CAT, the two general communication strategies are accommodation (or convergence) and nonaccommodation (or divergence) [17]. Accommodation is a strategy whereby people adjust their communication behaviors to appear more similar to their interlocutors. Conversely, nonaccommodation is a strategy in which people accentuate differences between themselves and their interlocutors in communication behaviors [17]. According to CAT, accommodation in language leads to positive evaluations of the communication (e.g., message agreement, persuasiveness, and communication satisfaction), the interlocutor (e.g., credibility, trust, sociability, and attractiveness), and the relationship (e.g., relational satisfaction, closeness, common identity, and intimacy) [17]. For example, research has shown that language accommodation in computer-mediated communications can enhance the rapport [18] and trust [19] between communicators. Recent research has shown that language accommodation also positively impacts communicators' involvement and behavior [20]. For example, Ludwig et al. [21] found that linguistic style matching between an online product review and the interest group is positively related to conversion rates. Steinmann, Mau, found that personalized communication style used by brands in interacting with online consumption community members can enhance members' evaluation of the community as well as increase their purchase intention.Brand posting is a form of brand-to-consumer communication that occurs in a CMC context, i.e., social media; thus, it is reasonable to assume that language accommodation in brand posting could positively impact consumers' evaluation and behavior

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“…Unlike traditional one-way carefully deliberated advertising communication that aims to promote sales, brand communication on social media is usually an open system that enables real-time, two-way, and more spontaneous brand-consumer engagement. [2]. Highly resembling interpersonal communication, brands encourage consumers to interact with them on social media in the same way they do with their friends and family [27].…”

Section: Research Stream 1: Examine the Impacts Of Brand Post Charactmentioning

confidence: 99%

“…Specifically, they classified the content type of brand posts into three categories, namely, task-oriented, interaction-oriented, and self-oriented and found that the content orientations have significant impacts on consumer engagement (i.e., the number of likes, comments, and shares) [13]. Drawing on role theory, Gretry et al [2] investigated the impact of informal (vs. formal) communication style on consumers' brand trust in a social media context and found that informal communication style and brand familiarity jointly impact consumers' brand trust. Therefore, only focusing on F2C communication theories might miss some important characteristics of brand-consumer engagement on social media.…”

Section: Research Stream 1: Examine the Impacts Of Brand Post Charactmentioning

confidence: 99%

“…The proliferation of social media has changed the way that brands and consumers engage with each other [1]. Unlike traditional one-way communication (e.g., advertising on TV), social media provides a platform where brands and consumers can engage with each other in a bi-directional way [2][3]. For example, brands may create fan pages (e.g., Facebook brand pages, etc.)…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Consumer Engagement with Brand Posts on Social Media: Current State and Research Agenda

Deng¹,

Hine²,

Ji³

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Social media has become an integral part of the marketing communication mix and has changed the way that brands and consumers engage with each other. To marketers, consumer engagement with brand posts on social media is crucial because it is essential for creating social contagion effects and positively impacts consumers' perceptions of brand. However, social media marketers are struggling with approaching the creative brand contents in a way that maximizes consumer engagement. In academia, while some research suggests that marketers can strategically design brand contents that improve consumer engagement, it is not clear what contents work better, for which brand, and in what way. This paper presents a review of previous literature on consumer engagement with brand social media posts. Through the literature review, this paper summarizes the factors that are found to impact consumer engagement with brand social media posts. As such, this paper identifies several research streams which can be pursued.

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“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

Cited by 140 publications

References 51 publications

A multidisciplinary perspective of big data in management research

A multidisciplinary perspective of big data in management research

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Consumer Engagement with Brand Posts on Social Media: Current State and Research Agenda

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