Social media conversations: When consumers do not react positively to brands’ kindness to others

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: In the context of consumers' advertising digital literacy, this research examines the impact of brand-consumer social media conversations. Based on Goffman's ‘face-work' as a theoretical lens, we investigate to which extent consumers can feel like brands show human traits when they interact with consumers on social media. Taking into account online communication's multiple audience dilemma, we analyze how brand attachment influences the effect of brands' interaction strategies on consumers' attitude. Using an experimental method, we find that appreciative expressions from the brand have a positive effect on brand anthropomorphism when consumers are not attached to the brand. In contrast, appreciation does not show such an effect when consumers are attached to the brand. Therefore, this research contributes to the brand-consumer interactions and brand anthropomorphism literature and suggests that managers could segment their online conversation platforms depending on the kind of consumer brand relationships.

Keywords: anthropomorphism; brand attachment; brand-consumer interactions; conversation; face-work; social media (search for similar items in EconPapers)
Date: 2019
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Published in Social Computing and Social Media. International Conference on Human-Computer Interaction, Lecture Notes in Computer Science, 11579, Springer International Publishing, pp.268-278, 2019, Communication and Social Communities, ⟨10.1007/978-3-030-21905-5_21⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04906574

DOI: 10.1007/978-3-030-21905-5_21

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