When consumers do or do not engage with brands after observing commanding communication on social media

Andria Andriuzzi () and Géraldine Michel ()
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Andria Andriuzzi: UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Géraldine Michel: IAE Paris - Sorbonne Business School

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Abstract: Marketers use commanding messages to influence online behavior. This research finds that such messages can embarrass observing-consumers and reduce engagement. Negative effects are stronger in non-product-focused conversations, but relationship strength, brand warmth, and consumers' need to belong can mitigate them. This research emphasizes language style in social media marketing.

Keywords: social media; brand; communication; conversation; call to action (search for similar items in EconPapers)
Date: 2024
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Published in ACR Annual Conference, Association for Consumer Research, 2024, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04906300

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