Don’t You Dare Push Me: How Persuasive Social Media Tactics Shape Customer Engagement

Welf H. Weiger, Maik Hammerschmidt () and Hauke A. Wetzel

Journal of the Association for Consumer Research, 2018, vol. 3, issue 3, 364 - 378

Abstract: Social media marketers increasingly employ persuasive tactics, with advertising tone (i.e., highlighting favorable product aspects) and calls to action (i.e., encouraging specific actions) being most prevalent. Prior research proposes that both tactics could be perceived as overly pushy and therefore might harm customer engagement. Drawing on a field study employing a unique panel data set at the customer level as well as an experiment, this article suggests that employing advertising tone may reduce customer engagement, which is accelerated when it is used together with calls to action. However, high communal-brand connection (i.e., customer’s connectedness with the brand community) mitigates this negative effect. While weakly connected customers punish the marketer by engaging less, for strongly connected customers the negative interplay of the two tactics vanishes, alleviating undesirable consequences for engagement.

Date: 2018
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