Abstract
Corporations are personifying their brands, particularly when communicating via social media. Applying the theoretical underpinnings of brand social presence and personification, this experimental study investigates whether and how personified brand visuals increase consumer engagement. Results find that personified visuals are more effective in engaging consumers than nonpersonified visuals, and this effect is mediated by the social presence consumers perceive from brands that further increases consumer-brand connections. The study highlights that brand personas matter in visual communication in garnering consumer engagement on social media, and this event occurs indirectly through the perceptions that brands are socially present and connected as human-like communicators. The findings also highlight the direct effect of personified visuals on consumer engagement. Theoretical and practical implications are discussed.
Original language | English |
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Pages (from-to) | 236-249 |
Number of pages | 14 |
Journal | Visual Communication Quarterly |
Volume | 29 |
Issue number | 4 |
DOIs | |
State | Published - 2022 |
Bibliographical note
Publisher Copyright:© 2022 Visual Communication Division, Association for Education in Journalism and Communication.
ASJC Scopus subject areas
- Communication
- Education