Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement
Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement
Eun Sook Kwon (Grady PhD Alum)and Jooyoung Kim (Forthcoming). Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement. International Journal of Internet Marketing and Advertising.
Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analyzed. Brand followers and brand non-followers attributed some of the same personality dimensions (Sophistication, Sincerity, and Competence) while there were differences between the two groups: Excitement only among brand non-followers; Agreeableness and Unpleasantness only among brand followers. The personality dimension Sincerity had a strong, positive influence on brand performance measures. Implications are discussed.
Related Research
-
Connection Structures of Consumer Reviews and Decision-Making: The Integrated Value of Numerical Metrics and Qualitative ContentJooyoung Kim. “Connection Structures of Consumer Reviews and Decision-Making: The Integrated Value of Numerical Metrics and Qualitative Content.” Presentation at the Korean Association of Advertising and Public Relations Conference. Presented […]
-
Affinity targeting in sports broadcasting: The effect of personalized team placement on consumer responses and advertising effectivenessZhang, W., Xu, Q., Ruoyu Sun, & Conway, M. (2026, August). Affinity targeting in sports broadcasting: The effect of personalized team placement on consumer responses and advertising effectiveness. Paper presented at the Association […]