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.



Citation:

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.

Authors

Juliana M. Batista, EAESP-FGV, Brazil
Delane Botelho, EAESP-FGV, Brazil



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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