Conversation with a brand: perception of brand expression modalities on social media

Conversation avec une marque: perception des modalités d'expression des marques sur les médias sociaux

Andria Andriuzzi ()
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Andria Andriuzzi: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School, IAE Paris - Sorbonne Business School

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Abstract: Brands can now express themselves, literally, through conversations on social media. Based on a series of interviews, this research shows that conversational brands may seem more human and improve their image even without the physical representation of a speaker. However, neither their presence on social media nor their personification is sufficient. To be more human, brands must participate to a quality conversation. Consumers evaluate the conversation according to its context, content and form.

Keywords: Brands; Personification; Anthropomorphism; Conversation; Marques; Personnification; Anthropomorphisme; Médias sociaux (search for similar items in EconPapers)
Date: 2015
Note: View the original document on HAL open archive server: https://hal.science/hal-03737758
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Published in 31ème congrès international de l'Association Française du Marketing, 2015, Marrakech, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03737758

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