“Don't pretend to be my friend!” When an informal brand communication style backfires on social media

By Anaïs Gretry, Csilla Horváth, N. Belei, Allard C. R. van Riel. 2017

205 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/80fde15b213a85e71ce336f054a990652f959f54

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In Marketing

1. Philippe Duverger

In Sociology and Political Science

1. Philippe Duverger

Citations in the corpus

• Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses (2018, background): “Nevertheless, some studies have shown that a personal and human communication style can negatively influence consumer attitudes (Gretry et al. 2017; Steinmann, Mau, and Schramm-Klein 2015), while others have found only limited effects (Verhagen et al. 2014).”