2-I: Communication Style Mismatch on Twitter and Facebook: How Luxury Brands Fail to Communicate Their Desirability and Exclusivity
The essence of luxury is exclusivity and desirability, which is fostered by abstract language. Consumers use more abstract words when tweeting luxury brands than functional brands. Luxury brands responding fail to employ similarly abstract language suggesting a mismatch of communication style and hindering processing fluency, which enhances brand communication evaluation.
Simone Griesser, Qing Wang, and Thomas T. Hills (2017) ,"2-I: Communication Style Mismatch on Twitter and Facebook: How Luxury Brands Fail to Communicate Their Desirability and Exclusivity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1030-1030.
Simone Griesser, University of Warwick, UK
Qing Wang, University of Warwick, UK
Thomas T. Hills, University of Warwick, UK
NA - Advances in Consumer Research Volume 45 | 2017
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