Brand conversation: Linguistic practices on social media in the light of face-work theory

Andria Andriuzzi () and Géraldine Michel ()
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Andria Andriuzzi: UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Géraldine Michel: IAE Paris - Sorbonne Business School

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Abstract: The rise of social media has resulted in brand-consumer interaction and more frequent conversations between consumers and brand representatives. To better understand how this "brand conversation" occurs, our research employs face-work theory and explores ambivalent consumer perceptions towards brand linguistic practices. Specifically, our results show how "threatening" messages (according to face-work theory) can be accepted by consumers, while "flattering" messages can be rejected. These paradoxical situations can be explained by brand relationships and the commercial and symbolic brand status. By identifying the specific features of brand-consumer interactions in the light of face-work, we propose a decision-making tool for brand management and community management practices.

Keywords: conversation; digital; face-work; brands; social media; norms (search for similar items in EconPapers)
Date: 2021
Note: View the original document on HAL open archive server: https://hal.science/hal-03049134
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Citations: View citations in EconPapers (2)

Published in Recherche et Applications en Marketing (English Edition), 2021, 36 (1), ⟨10.1177/2051570720974511⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03049134

DOI: 10.1177/2051570720974511

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