Reference : “Don't pretend to be my friend!” When an informal brand communication style backfires...
Scientific journals : Article
Business & economic sciences : Marketing
“Don't pretend to be my friend!” When an informal brand communication style backfires on social media
Gretry, Anaïs mailto [Université de Liège > HEC-Ecole de gestion : UER > UER Management >]
Horváth, Csilla mailto []
Belei, Nina mailto []
van Riel, Allard mailto []
Journal of Business Research
Elsevier Science
Yes (verified by ORBi)
[en] Communication style ; Social Media ; Brand Trust ; Informal ; Brand Familiarity ; Consumer-brand relationships
[en] Social media are now essential platforms for marketing communications, and the volume of consumer-brand in- teractions 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 ef- fects occur because consumers expect brands to behave according to social norms, such that the use of an infor- mal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones.

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