广告
可信赖性
心理学
背景(考古学)
品牌知名度
推论
社会化媒体
社会心理学
业务
计算机科学
生物
万维网
古生物学
人工智能
作者
Taeyeon Kim,Yongjun Sung,Jang Ho Moon
标识
DOI:10.1016/j.tele.2020.101406
摘要
This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationships on social media and the mediating role of social presence. The results suggest that when the anthropomorphized brand had relationships with consumers, a favorable attitude was shown toward the brand. Further, the participants perceived the anthropomorphized brand as a trustworthy relationship partner, giving more “Likes” for the posts from the anthropomorphized brand than those from the non-anthropomorphized brand. Further, the results confirmed that these favorable relationships were maintained even after the participants became aware of a brand transgression.
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