Would You Be My Friend? An Examination of Global Marketers' Brand Personification Strategies in Social Media
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- Type
- article
- Published
- 2015-07-03
- Cited by
- 55
- References
- 62
- OpenAlex
- https://openalex.org/W1162806185
- Semantic Scholar
- https://api.semanticscholar.org/CorpusID:141611310
Keywords
Social media, Advertising, Brand experience, Empirical examination, Social media marketing
References
- The future of happiness research.
- Viral Advertising in Social Media
- Corporate self‐presentation on the WWW
- The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation
- WHAT'S IN A TWEET?
- Brand Personification: Introduction and Overview
- Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding
- Where the Wild Brands Are: Some Thoughts on Anthropomorphic Marketing
- Experimental evidence of massive-scale emotional contagion through social networks
- Thinking With Animals: New Perspectives on Anthropomorphism
- Demystifying customer brand engagement: Exploring the loyalty nexus
- Personification in Advertising
- Practitioners’ perceptions of advertising strategies for digital media
- Follow Me! Global Marketers’ Twitter Use
- Are You Following Me? A Content Analysis of TV Networks’ Brand Communication on Twitter
- Communicating Corporate Brands Through Social Media
- Dimensions of Brand Personality
- Possessions and the Extended Self
- Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing
- Identity Shift in Computer-Mediated Environments
Cited by
- Consumers' Endorsement effects on Marketer and User-Generated Content in a Social Media Brand Community
- Corporate Ethical Branding on YouTube: CSR Communication Strategies and Brand Anthropomorphism
- Establishing a Paradigm: A Systematic Analysis of Interactive Advertising Research
- The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification
- Contemporary brand strategy creation and portrayal of a music artist on social media : A management perspective
- Spokes-Characters in Print Advertising: An Update and Extension
- How to Engage with Younger Users on Instagram: A Comparative Analysis of HBO and Netflix in the Spanish and US Markets
- Applying social identity theory to the social media content strategy of a global brand: The role of brand- and user-generated content in global social identification
- Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth
- Analyzing the boundaries of balance theory in evaluating cause-related marketing compatibility
- Eliciting brand-related social media engagement: A conditional inference tree framework
- Leveraging Textual Paralanguage and Consumer–Brand Relationships for More Relatable Online Brand Communication: A Social Presence Approach
- Anthropomorphism and its implications for advertising hotel brands
- Computationally Analyzing Social Media Text for Topics: A Primer for Advertising Researchers
- Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence
- No trespassing: exploring privacy boundaries in personalized advertisement and its effects on ad attitude and purchase intentions on social media
- Anthropomorphism in advertising: the effect of media on audience attitude
- A caracterização do branded content no Facebook e a sua influência no engagement
- The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric
- Brand conversation: Linguistic practices on social media in the light of face-work theory
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