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題名 Would you be my friend? An examination of global marketers’ brand personification strategies in social media
作者 林芝璇
Chen, Kuan-Ju
Lin, Jhih-Syuan
Choi, Jung Hwa
Hahm, Jung Min
貢獻者 廣告系
關鍵詞 brand personification; typology of personification; social media; anthropomorphism; consumer engagement
日期 2015
上傳時間 21-Mar-2018 17:36:01 (UTC+8)
摘要 Building on the consumer–brand relationship framework, this research examines global marketers` branding strategies and consumer engagement in social media. Results of a content analysis in Study 1 show that brand personification strategies are prevalently employed on global brands` Facebook pages in both graphic and textual content. Brand personification strategies in textual content are especially effective in inducing consumer engagement (i.e., likes, shares, and comments). A linguistic analysis in Study 2 further suggests that highly engaged consumers exhibit anthropomorphic responses when they interact with brands; they treat brands as humanlike social agents and show positive emotions toward the brands. The synthesized results provide empirical evidence that consumer–brand relationships are realized by brand personification strategies and consumers` anthropomorphism in the social media domain. Theoretical implications and managerial suggestions are discussed.
關聯 Journal of Interactive Advertising, Vol.15, No.2, pp.97-110
資料類型 article
DOI https://doi.org/10.1080/15252019.2015.1079508
dc.contributor 廣告系zh_Tw
dc.creator (作者) 林芝璇zh_TW
dc.creator (作者) Chen, Kuan-Juen_US
dc.creator (作者) Lin, Jhih-Syuanen_US
dc.creator (作者) Choi, Jung Hwaen_US
dc.creator (作者) Hahm, Jung Minen_US
dc.date (日期) 2015en_US
dc.date.accessioned 21-Mar-2018 17:36:01 (UTC+8)-
dc.date.available 21-Mar-2018 17:36:01 (UTC+8)-
dc.date.issued (上傳時間) 21-Mar-2018 17:36:01 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/116416-
dc.description.abstract (摘要) Building on the consumer–brand relationship framework, this research examines global marketers` branding strategies and consumer engagement in social media. Results of a content analysis in Study 1 show that brand personification strategies are prevalently employed on global brands` Facebook pages in both graphic and textual content. Brand personification strategies in textual content are especially effective in inducing consumer engagement (i.e., likes, shares, and comments). A linguistic analysis in Study 2 further suggests that highly engaged consumers exhibit anthropomorphic responses when they interact with brands; they treat brands as humanlike social agents and show positive emotions toward the brands. The synthesized results provide empirical evidence that consumer–brand relationships are realized by brand personification strategies and consumers` anthropomorphism in the social media domain. Theoretical implications and managerial suggestions are discussed.en_US
dc.format.extent 402116 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Journal of Interactive Advertising, Vol.15, No.2, pp.97-110
dc.subject (關鍵詞) brand personification; typology of personification; social media; anthropomorphism; consumer engagementen_US
dc.title (題名) Would you be my friend? An examination of global marketers’ brand personification strategies in social mediazh_TW
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/15252019.2015.1079508
dc.doi.uri (DOI) https://doi.org/10.1080/15252019.2015.1079508