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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/124590


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    题名: Would you be my friend? An examination of global marketers` brand personification strategies in social media
    作者: 陳冠儒
    Chen, Kuan-Ju
    Lin, Jhih-Syuan
    Choi, Jung Hwa
    Hahm, Jung Min
    贡献者: 企管系
    关键词: brand personification; typology of personification; social media; anthropomorphism; consumer engagement
    日期: 2015-08
    上传时间: 2019-08-03
    摘要: Building on the consumer–brand relationship framework, this research examines global marketers` branding strategies and consumer engagement in social media. Results of a content analysis in Study 1 show that brand personification strategies are prevalently employed on global brands` Facebook pages in both graphic and textual content. Brand personification strategies in textual content are especially effective in inducing consumer engagement (i.e., likes, shares, and comments). A linguistic analysis in Study 2 further suggests that highly engaged consumers exhibit anthropomorphic responses when they interact with brands; they treat brands as humanlike social agents and show positive emotions toward the brands. The synthesized results provide empirical evidence that consumer–brand relationships are realized by brand personification strategies and consumers` anthropomorphism in the social media domain. Theoretical implications and managerial suggestions are discussed.
    關聯: Journal of Interactive Advertising, Vol.15, No.2, pp.1-14
    数据类型: 期刊論文
    显示于类别:[企業管理學系] 期刊論文

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