 ‘Riding out the pandemic’: The role of brand message appeals on social media in shaping consumer responsesKapil Kaushik, Abhishek Mishra and Dianne Cyr Journal of Business Research, 2023, vol. 155, issue PA Abstract: Social media is a powerful medium for brands to engage with their consumers, especially during a public health crisis (PHC) when consumers are under duress. However, the impact of social media brand messages on consumer responses during a PHC is under-researched. Accordingly, this paper examines the brand message appeals that enhance online consumer response during a recent PHC in form of the COVID-19 pandemic. Four message appeals – emotional, rational, moral, and no-crisis – are proposed. The online consumer response to the messages with those appeals is measured by likes and shares. The variation of the effect across brands that sell essential and non-essential products/services are also examined. Following an exploratory study that examines 100 brand tweets to confirm the presence of the proposed message appeals, a total of 26,362 brand tweets on Twitter are collected and empirically analysed. Keywords: COVID-19; Social media; Message appeal; Consumer response; Public health crisis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:155:y:2023:i:pa:s0148296322009146 DOI: 10.1016/j.jbusres.2022.113449 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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