13D in a Serious Relationship With My Streaming: the Case Study of the Humanized Netflix Interaction on Facebook
Through the case of the humanized Netflix interaction on social media, this study aims to explore on the field how can brands stimulate anthropomorphism to increase consumers’ perception of congruity with a brand in order to improve their consumer-brand relationship.
Juliana M. Batista and Delane Botelho (2019) ,"13D in a Serious Relationship With My Streaming: the Case Study of the Humanized Netflix Interaction on Facebook", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 959-959.
Juliana M. Batista, EAESP-FGV, Brazil
Delane Botelho, EAESP-FGV, Brazil
NA - Advances in Consumer Research Volume 47 | 2019
Time and Space for Robots and AI
Marat Bakpayev, University of Minnesota Duluth, USA
J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products
Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI
Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg