Outline

  • Abstract
  • Keywords
  • 1. Introduction
  • 2. Brand Communication Style and Consumer Behavior
  • 3. Informal Communication Style and Brand Trust
  • 4. Role Theory
  • 5. the Moderating Effect of Brand Familiarity
  • 6. Pilot Study
  • 7. Experiment 1: Effect of an Informal Style on Brand Trust for Familiar Brands
  • 7.1. Method
  • 7.2. Measures
  • 7.3. Results
  • 7.3.1. Manipulation Checks
  • 7.3.2. Brand Trust
  • 7.4. Discussion
  • 8. Experiment 2: Effect of an Informal Style on Trust for Unfamiliar Brands
  • 8.1. Method
  • 8.2. Measures
  • 8.3. Results
  • 8.3.1. Manipulation Checks
  • 8.3.2. Brand Trust
  • 8.4. Discussion
  • 9. Experiment 3: Understanding the Interaction Effect of an Informal Style and Brand Familiarity on Brand Trust
  • 9.1. Method
  • 9.2. Measures
  • 9.3. Results
  • 9.3.1. Manipulation Checks
  • 9.3.2. Brand Trust
  • 9.3.3. Mediation Analysis
  • 9.4. Discussion
  • 10. General Discussion
  • 10.1. Theoretical Implications
  • 10.2. Managerial Implications
  • 10.3. Limitations and Directions for Further Research
  • Acknowledgements
  • Appendix A. Communication Style Manipulation (pilot Study; Experiment 2)
  • Appendix B. Communication Style Manipulation (experiment 1)
  • Appendix C. Communication Style Manipulation (experiment 3)
  • References

رئوس مطالب

  • چکیده
  • کلیدواژه ها
  • مقدمه
  • سبک ارتباطی برند و رفتار مصرف کننده
  • سبک ارتباطی غیر رسمی و اعتماد نسبت به برند
  • تئوری نقش
  • اثر تعدیلی آشنایی با نام تجاری ( برند)
  • مطالعه مقدماتی
  • آزمایش 1: اثر سبک غیر رسمی بر اعتماد نسبت به برند برای برند های اشنا
  • روش
  • اندازه گیری ها
  • نتایج
  • اعمال بررسی ها
  • اعتماد نسبت به برند
  • بحث
  • تجزیه و تحلیل واسطه
  • بحث کلی
  • مفاهیم نظری
  • مفاهیم مدیریتی
  • محدودیت ها و دستورالعمل ها برای تحقیقات بیشتر
  • سپاسگذاری
  • ضمیمه 1: اعمال سبک ارتباطی ( مطالعه مقدماتی : آزمایش 2)
  • ضمیمه ب: اعمال سبک ارتباطی ( ازمایش 1)

Abstract

Social media are now essential platforms for marketing communications, and the volume of consumer-brand interactions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate how adopting an informal (vs. formal) communication style affects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending on whether consumers are familiar with the brand or not. We further show that these effects occur because consumers expect brands to behave according to social norms, such that the use of an informal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.

Keywords: - - - - -

10. General discussion

Social media use has been exploding, and social networking sites have become essential platforms for marketing communications (Simply Measured, 2015). The sheer volume of daily consumer-brand interactions on these platforms has highlighted the need for guidance concerning how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. However, little academic research is available to help marketers understand the best practices for communicating with consumers through such platforms. The present research takes a first step toward addressing this issue and offers some guidelines for communicating with consumers in social media environments. Specifically, across three experiments, we investigated the role of informal communication style on brand trust. Brand trust is considered a milestone in building consumer-brand relationships in social media environments (e.g., Gleeson, 2012; Porter & Donthu, 2008). Experiment 1 provides evidence that, when communicating to consumers who are already familiar with a brand, the use of an informal style increases trust in that brand. Experiment 2 shows the opposite effect on brand trust for consumers who are unfamiliar with the brand. Experiment 3 jointly tests these two findings within the context of one brand and provides evidence for the moderating role of brand familiarity on the effect of an informal style on brand trust. In addition, Experiment 3, which explored an underlying mechanism as well, shows that the effects of the informal style on brand trust are mediated by the perceived appropriateness of the brand communication style.

دانلود ترجمه تخصصی این مقاله دانلود رایگان فایل pdf انگلیسی