“Don’t pretend to be my friend!” When an informal brand communication style backfires on social media
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A firm's communication style can influence the degree to which consumers trust the brand.
“When using social media, both a firm's communication style and an advertisement's fit with consumers can influence the degree to which consumers trust [38] and feel socially connected to the brand [39].”
From Two social lives: how differences between online and offline interaction influence social outcomes (2020) · cites this paper as [38]
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Two social lives: how differences between online and offline interaction influence social outcomes
Lieberman, A., & Schroeder, J. (2020) · Current Opinion in Psychology · doi:10.1016/j.copsyc.2019.06.022 · Cited by 252 · see citing works
Enhancing service recovery satisfaction with chatbots: The role of humor and informal language
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- Authors
- Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R.
- Affiliations
- Radboud University Nijmegen (NL)
- Corresponding author
- Gretry, Anaïs
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2017-05
- Volume
- 74
- Pages
- 77-89
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2584114422
- Cited by
- 229
- References
- 60
- Citations by year
- 2026: 29 · 2025: 33 · 2024: 27 · 2023: 26 · 2022: 30 · 2021: 36 · 2020: 20 · 2019: 18 · 2018: 6 · 2017: 4
- FWCI
- 31.44
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Business Research (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- ORBi (University of Liège) (submittedVersion)
- Radboud Repository (Radboud University) (submittedVersion)
- Funders
- Walloon Region (1217862)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- informal communication, formal communication, social media marketing, brand trust, consumer-brand relationships, brand familiarity, social norms, consumer-brand interaction
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