政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/116416

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109948/140897 (78%)
Visitors : 46069494 Online Users : 926

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

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: https://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

Files in This Item:

File	Description	Size	Format
1079508.pdf		392Kb	Adobe PDF2	316	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...