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
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors
Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA
N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University