When personification triggers online consumer engagement: the moderating role of hedonic motive

Rong Li*, Michel Laroche

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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Abstract

While abundant work on digital or online consumer engagement has shown that the content featuring brand personality, emotion or hedonic value posted by brands on social media leads to liking, sharing, commenting, or retweeting intentions, surprisingly, little research has explored the underlying psychological mechanisms that drive such engagement. The current research fills these knowledge gaps. Drawing on the advertising literature on personification, the Stereotype Content Model (SCM), and well-being theory, the research demonstrates that the personification (vs. non-personification) appeal featured in a brand posting triggers a higher level of perceived warmth, which in turn heightens the need for social belongingness, thus increasing consumer engagement. More importantly, the current research identifies consumer hedonic motive as a boundary condition to such a serial mediation effect.
Original languageEnglish
Title of host publication2022 AMA Summer Academic Conference
Subtitle of host publicationLight in the Darkness: Marketing’s Role in Driving Positive Change
EditorsAndrea Godfrey Flynn, Ravi Prakash Metha, Cinthia Satornino
Place of PublicationChicago, Illinois
PublisherAmerican Marketing Association
Pages673-675
Number of pages3
Volume33
ISBN (Electronic)9780877570141
Publication statusPublished - 9 Aug 2022

Keywords

  • personification
  • social media
  • online consumer engagement
  • hedonic motive

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