Cited by 229Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationMarketing and Advertising Strategies

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

Gretry, Anaïs, Horváth, Csilla, Belei, Nina, van Riel, Allard C.R.·2017·Journal of Business Research

Integrity signals

Registry

Crossref · 10.1016/j.jbusres.2017.01.012

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60 of 60 references verified0 citation errors · 0 not checkable

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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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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.

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