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.

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.

Jooyoung Kim 

Related Research

Cultivating interest in science through humor: Mirth as a leveler of gaps in science engagement

Michael A. Cacciatore, Yeo, S. K., Becker, A. B., & Anderson, A. A. (2023, May). “Cultivating interest in science through humor: Mirth as a leveler of gaps in science engagement,” […]

Michael Cacciatore
read more
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts

Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun (PhD alum), and Jinho Joo (forthcoming), “Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in […]

Hye Jin Yoon
read more