Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, Taeyeon | - |
dc.contributor.author | Sung, Yongjun | - |
dc.contributor.author | Moon, Jang Ho | - |
dc.date.accessioned | 2021-08-30T18:01:57Z | - |
dc.date.available | 2021-08-30T18:01:57Z | - |
dc.date.created | 2021-06-19 | - |
dc.date.issued | 2020-08 | - |
dc.identifier.issn | 0736-5853 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/53846 | - |
dc.description.abstract | This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand's Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand's quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationships on social media and the mediating role of social presence. The results suggest that when the anthropomorphized brand had relationships with consumers, a favorable attitude was shown toward the brand. Further, the participants perceived the anthropomorphized brand as a trustworthy relationship partner, giving more "Likes" for the posts from the anthropomorphized brand than those from the non-anthropomorphized brand. Further, the results confirmed that these favorable relationships were maintained even after the participants became aware of a brand transgression. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | ELSEVIER | - |
dc.subject | - | |
dc.subject | COMPETENCE | - |
dc.subject | - | |
dc.subject | WARMTH | - |
dc.subject | TRUST | - |
dc.subject | SELF | - |
dc.subject | IDENTIFICATION | - |
dc.subject | SATISFACTION | - |
dc.subject | POPULARITY | - |
dc.subject | COMMITMENT | - |
dc.title | Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Sung, Yongjun | - |
dc.identifier.doi | 10.1016/j.tele.2020.101406 | - |
dc.identifier.scopusid | 2-s2.0-85082810264 | - |
dc.identifier.wosid | 000528193500006 | - |
dc.identifier.bibliographicCitation | TELEMATICS AND INFORMATICS, v.51 | - |
dc.relation.isPartOf | TELEMATICS AND INFORMATICS | - |
dc.citation.title | TELEMATICS AND INFORMATICS | - |
dc.citation.volume | 51 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Information Science & Library Science | - |
dc.relation.journalWebOfScienceCategory | Information Science & Library Science | - |
dc.subject.keywordPlus | - | |
dc.subject.keywordPlus | COMPETENCE | - |
dc.subject.keywordPlus | - | |
dc.subject.keywordPlus | WARMTH | - |
dc.subject.keywordPlus | TRUST | - |
dc.subject.keywordPlus | SELF | - |
dc.subject.keywordPlus | IDENTIFICATION | - |
dc.subject.keywordPlus | SATISFACTION | - |
dc.subject.keywordPlus | POPULARITY | - |
dc.subject.keywordPlus | COMMITMENT | - |
dc.subject.keywordAuthor | Social networking sites | - |
dc.subject.keywordAuthor | Fan page | - |
dc.subject.keywordAuthor | Brand anthropomorphism | - |
dc.subject.keywordAuthor | Social presence | - |
dc.subject.keywordAuthor | Consumer-brand relationships | - |
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