Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships

Valeria Penttinen

Journal of Business Research, 2023, vol. 165, issue C

Abstract: Brands’ communications on owned media commonly are managed by social media marketing teams, although some brands have embraced a practice known as social media takeover, in which they temporarily delegate the responsibility for communications to selected employees or consumers. The current research aims to define the roles of two communication approaches (traditional and social media takeover) and two message types (transactional and relational) for developing consumer-brand relationships on owned media. The research results show that brand messages shared through social media takeovers (cf. traditional brand communications) have a stronger positive impact on parasocial interaction. Improved openness and social presence, as sensed by consumers, drive this effect. The outcomes further indicate that the impacts of social media takeover on social presence and, consequently, parasocial interaction, are particularly strong when consumers encounter transactional (cf. relational) messages. For managers, this research offers practical recommendations for leveraging brand communications with consumers on owned media.

Keywords: Social media takeover; Brand communications; Parasocial interaction; Transactional messages; Relational messages; Owned media (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323003880
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:165:y:2023:i:c:s0148296323003880

DOI: 10.1016/j.jbusres.2023.114030

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
Bibliographic data for series maintained by Catherine Liu ().