Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses

Renato Hübner Barcelos, Danilo C. Dantas and Sylvain Sénécal

Journal of Interactive Marketing, 2018, vol. 41, issue C, 60-80

Abstract: Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N=174) shows that using a human voice, instead of the more traditional corporate voice, can increase a consumer's hedonic value on social media and also purchase intentions. However, that influence of a human voice on purchase intentions is stronger when the consumer is looking at a brand page with a hedonic goal in mind (versus a utilitarian one). Study 1b (N=342) shows that the presence of several negative comments about a brand on social media acts as a boundary condition, nullifying the influence of a human voice on purchase intentions. Studies 2a (N=154) and 2b (N=202) show in different settings that using a human voice can even reduce purchase intentions in contexts of high situational involvement, due to perceptions of risk associated with humanness. The results contribute to the literature surrounding the effects of conversational human voice, while also providing managers with a set of guidelines to help inform and identify which tone of voice is best adapted to each communications scenario.

Keywords: Human voice; Social presence; Social media; Online branding; Digital marketing (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996817300579
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:joinma:v:41:y:2018:i:c:p:60-80

DOI: 10.1016/j.intmar.2017.10.001

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().