Brands Are Human on Social Media: The Effectiveness of Human Tone-of-Voice on Consumer Engagement and Purchase Intentions Through Social Presence

Authors

  • Hyun Ju Jeong University of Kentucky
  • Deborah S. Chung University of Kentucky
  • Jihye Kim University of Kentucky

Keywords:

brand personification, social presence, social media, consumer engagement, purchase intention, experiment

Abstract

Drawing on social presence theory, this experimental research investigates how personified tone-of-voice that brands frequently employ for their social media interactions can increase consumer intention of brand engagement and purchase. Results show that casual human tone-of-voice is more likely to generate consumer perception of being socially present with brands than traditional corporate tone-of-voice. Furthermore, human (vs. corporate) tone-of-voice leads to greater intention to engage with brands, and this is fully mediated by consumer perception of social presence with brands. Additionally, consumer intention to engage with brands positively influences their intention to purchase the brands. These findings highlight that humanized brand communications influence consumers’ brand endorsement by shaping brand personas that are socially present in interactive communications between consumers and brands. Theoretical and practical implications are discussed with specific references to brand communication strategies on social media.

Author Biographies

Hyun Ju Jeong, University of Kentucky

Hyun Ju Jeong, Ph.D.*Assistant ProfessorDepartment of Integrated Strategic CommunicationCollege of Communication and InformationUniversity of KentuckyE-mail: hyunju.jeong@uky.eduPhone: 859-257-9034 Hyun Ju Jeong* (Ph.D., Michigan State University) is an assistant professor at the Department of Integrated Strategic Communication in the College of Information and Communication, at the University of Kentucky. Her research focuses on nonprofit marketing, corporate social responsibility, social media strategies, and consumer engagement. Her work has been published in Journal of Business Research, Journal of Broadcasting & Electronic Media, Journal of Interactive Advertising, Visual Communication Quarterly, and the Journal of Brand Management, among others. *Corresponding author. 

Deborah S. Chung, University of Kentucky

Deborah S. Chung, Ph.D.ProfessorSchool of Journalism and MediaCollege of Communication and InformationUniversity of KentuckyE-mail: dchung@uky.edu Deborah S. Chung (Ph.D., Indiana University–Bloomington) is a professor of journalism in the College of Information and Communication at the University of Kentucky with areas of specialization in information communication technologies’ (ICTs) application to online news consumption and dissemination environments. Her work has been published in Mass Communication and Society, Journalism & Mass Communication Quarterly, Journal of Computer-Mediated Communication, Convergence, and Visual Communication Quarterly, among others. 

Jihye Kim, University of Kentucky

Jihye Kim, Ph.D.Assistant ProfessorDepartment of Integrated Strategic CommunicationCollege of Communication and InformationUniversity of KentuckyE-mail: jihye.kim@uky.edu Jihye Kim (Ph.D., University of Florida) is an assistant professor in the Department of Integrated Strategic Communication, College of Information and Communication, University of Kentucky. Her research focuses on digital media, corporate social responsibility, advertising and public relations strategies, and health communication. Her work has been published in Computers in Human Behavior, Journal of Interactive Advertising, Journal of Promotional Management, Journal of Travel Research, and the Journal of Marketing Communication, among others.

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Published

2022-08-19

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Articles