Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence
Abstract
This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand...
Paper Details
Title
Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence
Published Date
Aug 1, 2020
Journal
Volume
51
Pages
101406 - 101406
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