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

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.



Citation:

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.

Authors

Li Huang, University of South Carolina, USA
Wenyu Dou, City University of Hong Kong, Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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