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Social Media Conversations: When Consumers Do Not React Positively to Brands’ Kindness to Others

Part of the Lecture Notes in Computer Science book series (LNISA,volume 11579)

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

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

The authors would like to thank the Sorbonne Business School’s brands and values research group and Entrecom for their support.

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Correspondence to Andria Andriuzzi .

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Andriuzzi, A., Michel, G. (2019). Social Media Conversations: When Consumers Do Not React Positively to Brands’ Kindness to Others. In: Meiselwitz, G. (eds) Social Computing and Social Media. Communication and Social Communities. HCII 2019. Lecture Notes in Computer Science(), vol 11579. Springer, Cham. https://doi.org/10.1007/978-3-030-21905-5_21

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  • DOI: https://doi.org/10.1007/978-3-030-21905-5_21

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-21904-8

  • Online ISBN: 978-3-030-21905-5

  • eBook Packages: Computer ScienceComputer Science (R0)