Getting more likes: the impact of narrative person and brand image on customer–brand interactions
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Each is checked against this paper’s own text: does it say what the citing paper says it does?
Using influencers allows brands to use first-person narration (compared to ads), which is considered warmer and more personal and was shown to be more effective in engaging consumers.
“Furthermore, using these influencers allows the brand via first person narration (compared to ads), which is considered warmer and more personal, and was shown to be more effective in engaging consumers (Chang et al. 2019).”
From The future of social media in marketing (2020) · cites this paper as Chang et al. 2019
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References 80 · Cited by 161
- Authors
- Chang, Y., Li, Y., Yan, J., & Kumar, V.
- Affiliations
- Huazhong University of Science and Technology (CN)
- Indian School of Business (IN)
- Corresponding author
- Li, You
- Venue
- Journal of the Academy of Marketing Science
- Published
- 2019-02-07
- Volume
- 47
- Issue
- 6
- Pages
- 1027-1045
- ISSN
- 0092-0703 (ISSN-L)
- 1552-7824
- OpenAlex
- W2912292866
- Cited by
- 161
- References
- 80
- Citations by year
- 2026: 17 · 2025: 28 · 2024: 24 · 2023: 29 · 2022: 35 · 2021: 20 · 2020: 6 · 2019: 2
- FWCI
- 31.69
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Journal of the Academy of Marketing Science (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- National Natural Science Foundation of China (No.71720107004)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- first-person narration, third-person narration, brand image, warmth, competence, social media advertising, social belonging, self-enhancement, self-monitoring, advertising language
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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