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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/116416
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/116416


    Title: Would you be my friend? An examination of global marketers’ brand personification strategies in social media
    Authors: 林芝璇
    Chen, Kuan-Ju
    Lin, Jhih-Syuan
    Choi, Jung Hwa
    Hahm, Jung Min
    Contributors: 廣告系
    Keywords: brand personification;typology of personification;social media;anthropomorphism;consumer engagement
    Date: 2015
    Issue Date: 2018-03-21 17:36:01 (UTC+8)
    Abstract: 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.
    Relation: Journal of Interactive Advertising, Vol.15, No.2, pp.97-110
    Data Type: article
    DOI 連結: https://doi.org/10.1080/15252019.2015.1079508
    DOI: 10.1080/15252019.2015.1079508
    Appears in Collections:[廣告學系] 期刊論文

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