English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 94559/125088 (76%)
Visitors : 29750904      Online Users : 238
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/124590
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124590

    Title: Would you be my friend? An examination of global marketers' brand personification strategies in social media
    Authors: 陳冠儒
    Chen, Kuan-Ju
    Lin, Jhih-Syuan
    Choi, Jung Hwa
    Hahm, Jung Min
    Contributors: 企管系
    Keywords: brand personification; typology of personification; social media; anthropomorphism; consumer engagement
    Date: 2015-08
    Issue Date: 2019-08-03
    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.1-14
    Data Type: 期刊論文
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    32.pdf373KbAdobe PDF44View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback