When Brands Speak: the Effects of Personified Content on Word of Mouth
Digital marketers often lose control of word of mouth on social media. Using Twitter archival data, we find that word of mouth improved when brands incorporated distinctively human attributes---the ability to think and feel, the capacity for creativity, and the presence of a personality---to personify their digital content.
Citation:
Daniel He and Jin Miao (2020) ,"When Brands Speak: the Effects of Personified Content on Word of Mouth", 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: 395-387.
Authors
Daniel He, National University of Singapore, Singapore
Jin Miao, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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