The effect of informal vs. formal online-based interactive brand communication style on brand trust and brand attachment
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2017-08-31
Language
en
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Abstract
Nowadays, it is impossible for brands to ignore social media. A social media strategy is
essential to display a brand and appeal to consumers. Marketers increasingly choose an informal approach on online-based brand communities. Disregard content, it is unclear whether using informal expressions is always the best choice. This study examines application of informal (vs. formal) online-based communication style on social media.
Quantitative research investigates the effect of informal (vs. formal) style messages of two
familiar cosmetic brands on brand trust and brand attachment. Results show brand trust and
brand attachment are higher when practicing an informal style instead of a formal style.
Although an informal style has no influence on the brand outcomes, a formal style has a
negative effect. This is explained by formal style increasing social distance, whereas
marketers should seek for social closeness. Additionally, the perceived congruence
between brand communication style and brand personality is explored. The congruence has no moderating effect on the relationship between brand communication style and brand outcomes. However, the congruence has a positive correlation with brand trust and brand attachment. Therefore, marketers must pay attention to their brand’s personality when establishing an online communication style.
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Faculteit der Managementwetenschappen