Brand accommodation to informal communications on social media: with the mediation of communication appropriateness and the moderation of product involvement

Hyun Ju Jeong and Jihye Kim

International Journal of Internet Marketing and Advertising, 2023, vol. 19, issue 1/2, 42-62

Abstract: Drawing on communication accommodation theory, this experimental study investigates whether, how, and when brand communications cultivate consumer engagement on social media. Results show that informal (vs. formal) communications yield greater intentions to follow and share brand content. Further, the extent to which consumers perceive this communication as appropriate for brands within social media fully mediates the greater effects of informal (vs. formal) communications on following, sharing, and posting intentions, particularly for those low in product involvement. These findings highlight that assimilating brand communications to consumers' casual conversations is processed as a heuristic cue driving social media engagement among low-involved consumers. This persuasion is psychologically mediated by the appropriateness of communication accommodation consumers may feel from the efforts of brands to reduce a social distance to them. Theoretical and practical implications are discussed.

Keywords: communication accommodation; brand accommodation; consumer engagement; brand communications; communication appropriateness; product involvement; social media. (search for similar items in EconPapers)
Date: 2023
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