Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence

Taeyeon Kim, Yongjun Sung, Jang Ho Moon

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Article number101406
JournalTelematics and Informatics
Volume51
DOIs
Publication statusPublished - 2020 Aug

Keywords

  • Brand anthropomorphism
  • Consumer-brand relationships
  • Fan page
  • Social networking sites
  • Social presence

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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