When Brands Get Personal in Online Chatters: the Effects of Self-Disclosure and Anthropomorphism on Consumer-Brand Relationship.

Li Huang, University of South Carolina, USA
Wenyu Dou, City University of Hong Kong, Hong Kong, China
This research investigates the brand’s personal disclosure on Twitter and its consequences on consumer-brand relationship. We provide a new framework predicting what to disclose, how to disclose, and to whom the brand should disclose. Shifting the psychological closeness, self-disclosure on Twitter can either help or impair the relationships.
[ to cite ]:
Li Huang and Wenyu Dou (2013) ,"When Brands Get Personal in Online Chatters: the Effects of Self-Disclosure and Anthropomorphism on Consumer-Brand Relationship.", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.