• Refine your search:
  • 
    Keyword:
    
    • Advertising and Promotion Management (2)
    • Business (2)
    • Marketing (2)
    • brand relationships (2)
    • consumer engagement (2)
    • linguistics (2)
    • pronouns (2)
    • self-presentation (2)
    • social media (2)
    • Brand Relationships (1)
    •   more
  • 
    Creator / Publisher
  • 
    Year:
    
    • 2020 (4)
  • 
    Medium:
    
    • Online (4)
  • 
    Type
  • 
    BLLDB-Access

Search in the Catalogues and Directories

All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year Sort by creator [A → Z]' creator [Z → A]' publishing year ↑ (asc)' publishing year ↓ (desc)' title [A → Z]' title [Z → A]' Simple Search Hits 1 – 4 of 4 1 The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications Labrecque, Lauren I.; Swani, Kunal; Stephen, Andrew T. In: College of Business Faculty Publications (2020) BASE Show details 2 The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications Labrecque, Lauren I.; Swani, Kunal; Stephen, Andrew T. In: College of Business Faculty Publications (2020) BASE Show details 3 The Impact of Pronoun Choices on Consumer Engagement Actions: Exploring Top Global Brands' Social Media Communications Labrecque, Lauren I; Swani, Kunal; Stephen, Andrew T In: Kunal Swani (2020) Abstract: To enhance the understanding of consumer engagement with brand content on social media, this study examines how pronoun choices affect different types of consumer engagement (e.g., likes, comments, shares) by simultaneously exploring five different pronoun types (first‐person singular, first‐person plural, second person, third‐person singular, and third‐person plural). Furthermore, this study explores how the effects of these linguistic (pronoun) choices vary across two brand classifications: characteristics (hedonic vs. utilitarian) and offerings (goods vs. services). The proposed multivariate Poisson regression model, analyzing 15,788 unique brand posts from Facebook over an 8‐month period, reveals differences in engagement due to pronoun usage across brand classifications. These results offer a deeper understanding of how the way brands talk to consumers on social media platforms influences consumers' attitudes (likes), propensity to engage with the brand (comments), and willingness to share branded content with their social networks (shares) across different brand classifications. Keyword: Advertising and Promotion Management; Business; Marketing URL: https://works.bepress.com/kunal_swani/20 BASE Hide details 4 The Impact of Pronoun Choices on Consumer Engagement Actions: Exploring Top Global Brands' Social Media Communications Labrecque, Lauren I; Swani, Kunal; Stephen, Andrew T In: Marketing Faculty Publications (2020) BASE Show details

Mobile view All Catalogues UB Frankfurt Linguistik 0 IDS Mannheim 0 OLC Linguistik 0 UB Frankfurt Retrokatalog 0 DNB Subject Category Language 0 Institut für Empirische Sprachwissenschaft 0 Leibniz-Centre General Linguistics (ZAS) 0 Bibliographies BLLDB 0 BDSL 0 IDS Bibliografie zur deutschen Grammatik 0 IDS Bibliografie zur Gesprächsforschung 0 IDS Konnektoren im Deutschen 0 IDS Präpositionen im Deutschen 0 IDS OBELEX meta 0 MPI-SHH Linguistics Collection 0 MPI for Psycholinguistics 0 Linked Open Data catalogues Annohub 0 Online resources Link directory 0 Journal directory 0 Database directory 0 Dictionary directory 0 Open access documents BASE 4 Linguistik-Repository 0 IDS Publikationsserver 0 Online dissertations 0 Language Description Heritage 0