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

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-08-14 DOI:10.1016/j.jretconser.2024.104032

Abas Mirzaei , Dean Charles Hugh Wilkie , Amelie Jay Burgess

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引用次数: 0

Abstract

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.

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社交媒体上表现人类价值的品牌拟人化是否会提高品牌竞争力？

将人文价值融入社交媒体信息会通过提高参与度来影响品牌竞争力。本研究利用施瓦茨的十大人文价值、信号理论和传染理论，研究了人文价值表达型品牌拟人化信息对提高社交媒体参与度的不同影响。研究使用基于LIWC的高级词典分析了97个品牌的80551条推文，发现了一个明显的模式：社交媒体参与度会随着表达高水平人类价值的推文而增加，而信息复杂性、情感化和发布时间等几个调节变量会影响参与度。管理者应采取深思熟虑的明智策略，将人文价值融入品牌信息中，以推动参与度并培养更牢固的品牌-消费者关系。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.