c عنوان انگلیسی مقاله:

“Don’t pretend to be my friend!”When an informal brand communication style backfires on social media

ترجمه عنوان مقاله: وانمود نکنید که دوست من بودید ! هنگامیکه یک سبک ارتباطی غیر رسمی برند در رسانه های اجتماعی نتیجه معکوس می دهد

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 13 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Social media are nowessential platforms for marketing communications, and the volume of consumer-brand interactions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate howadopting an informal (vs. formal) communication styleaffects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending onwhether consumers are familiarwith the brand or not.We further showthat these effects occur because consumers expect brands to behave according to social norms, such that the use of an informal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.

Keywords: Social media, Communication style, Informal, Brand familiarity, Brand trust, Consumer-brand relationships

مقدمه مقاله

More than a billion consumers worldwide are using social media sites such as Facebook and Twitter (Facebook, 2015; Twitter, 2015). Consumers spend most of their online time on social media sites (The Economist, 2015). This massive adoption of social media represents a great opportunity for brands to connect, interact, and build relationships with consumers. As a result, most brands now use social media formarketing communications (Simply Measured, 2015), and the number of daily consumer-brand interactions on these platforms is exploding (Forrester, 2014).

Although social media have become major communication platforms for both consumers and brands, marketers struggle to develop sustainable consumer-brand relationships on these platforms. Recent research suggests that marketers’ attempts to nurture relationshipswith their consumers through social media are far from effective (Fournier & Avery, 2011). Not only do consumers resist brand advertising in their social spaces, but they also use these platforms as a convenient place to attack brands on a massive scale (Fournier & Avery, 2011; Van Noort & Willemsen, 2011). In this context, building brand trustwith existing and potential consumers has been identified as a crucial first step in fostering relationships on social media (Gleeson, 2012; Porter & Donthu, 2008), and brands apparently continue to fall short in this regard (Gleeson, 2012). In the absence of brand trust, consumers feel vulnerable and are reluctant to open up to brands (Schoenbachler & Gordon, 2002).

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