Brand Communication on Social Media: Effects of Non-Persuasive Self-Disclosure on Consumer Perceptions

We investigate a non-persuasive brand’s self-disclosure tactic on social media. Across one field experiment and two lab studies in three countries, we show that depending on brand anthropomorphism (realized by individual trait, brand characteristic and thinking style), this tactic can cause the priming and reverse priming effects on consumer perceptions.


Li Huang and Wenyu Dou (2016) ,"Brand Communication on Social Media: Effects of Non-Persuasive Self-Disclosure on Consumer Perceptions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 151-157.


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


NA - Advances in Consumer Research Volume 44 | 2016

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