Small-Talking Brands: Exploring Phatic Brand Communication on Social Media

We introduce and develop a new construct: phatic brand communication. The main function of such communication is to express sociability, rather than information, to consumers (e.g., “Happy Tuesday!”). Using Twitter data and experiments, we propose and test a conceptual framework of phatic brand communication, including its components and potential outcomes.


K.B. Koo, Sarah G Moore, and Jennifer Argo (2020) ,"Small-Talking Brands: Exploring Phatic Brand Communication on Social Media", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1229-1229.


K.B. Koo, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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