Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?

被引：0

作者：

Mirzaei, Abas ^{[1
]}

Wilkie, Dean Charles Hugh ^{[2
]}

Burgess, Amelie Jay ^{[2
]}

机构：

[1] Macquarie Univ, Macquarie Business Sch, Sydney 2109, Australia

[2] Univ Adelaide, Adelaide Business Sch, Adelaide, SA 5005, Australia

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2024年 / 81卷

关键词：

Human values; Brand competitiveness; Social responsibility; Brand purpose; Social media engagement; Human value-expressive brand; anthropomorphism; PERSONAL VALUES; ENGAGEMENT; IMPACT; POPULARITY; EXPERIENCE; FEATURES; SIGNALS; QUALITY; APPEALS; SERVICE;

D O I：

10.1016/j.jretconser.2024.104032

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Integrating human values into social media messages affects brand competitiveness through enhanced engagement. Using Schwartz's ten human values, signaling theory, and contagion theory, this study examines the differential impacts of human value-expressive brand anthropomorphism messages for generating social media engagement. The study analyzed 80,551 tweets from 97 brands using advanced LIWC-based dictionaries and revealed a clear pattern: Social media engagement increases for tweets that express high levels of human values, and several moderating variables, such as message complexity, emotionality, and posting time, influence the degree of engagement. Managers should adopt deliberate, and informed strategies for integrating human values into brand messaging, to drive engagement and cultivate stronger brand-consumer relationships.

引用

页数：15

共 50 条

[31] Sustainable Brand Resilience: Mitigating Panic Buying through Brand Value and Food Waste Attitudes Amid Social Media Misinformation
Poulis, Athanasios
Theodoridis, Prokopis
Chatzopoulou, Evi
[J]. SUSTAINABILITY, 2024, 16 (15)
[32] The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China
Luo, Nuan
Zhang, Mingli
Liu, Wenhua
[J]. COMPUTERS IN HUMAN BEHAVIOR, 2015, 48 : 492 - 499
[33] 'Your comments boost my value!' - the mediator role of emotional brand attachment between brand equity and social media engagement
Brandao, Amelia
Ramos, Aurea Silva
[J]. JOURNAL OF MARKETING FOR HIGHER EDUCATION, 2023,
[34] Mediation Role of Destination Brand Patriotism in Social Media Brand Engagement and Destination Brand Value Co-creation: Local Residents' Perspective in the Tourism Sector in Tanzania
Amani, David
[J]. JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM, 2022,
[35] Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? The role of brand love
Wallace, Elaine
Torres, Pedro
Augusto, Mario
Stefuryn, Maryana
[J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2022, 31 (02): : 189 - 205
[36] The dual concept of consumer value in social media brand community: A trust transfer perspective
Wang, Xuequn
Wang, Yichuan
Lin, Xiaolin
Abdullat, Amjad
[J]. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 2021, 59
[37] Understanding value-creating practices in social media-based brand communities
Sorensen, Anne
Drennan, Judy
[J]. SERVICE INDUSTRIES JOURNAL, 2017, 37 (15-16): : 986 - 1007
[38] How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media (Mar, 10.1177/13567667241238757, 2024)
Hans, R.
Sofia, A.
Ana, C. C.
[J]. JOURNAL OF VACATION MARKETING, 2024,
[39] Does "Liking" Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
John, Leslie K.
Emrich, Oliver
Gupta, Sunil
Norton, Michael I.
[J]. JOURNAL OF MARKETING RESEARCH, 2017, 54 (01) : 144 - 155
[40] The role of social media and brand equity during a product recall crisis: A shareholder value perspective
Hsu, Liwu
Lawrence, Benjamin
[J]. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (01) : 59 - 76

← 1 2 3 4 5 →