The role of facial expression and tie strength in sender presence effects on consumers’ brand responses towards visual brand-related user generated content
Bibliographic Data
| ID | 21563751 |
|---|---|
| Authors | Annemarie J Nanne (0000-0001-7094-6502, Tilburg University, corresponding author), Marjolijn L Antheunis (0000-0002-7611-742X, Tilburg University), Guda Van Noort (0000-0002-6314-1455, University of Amsterdam) |
| Year | 2021 |
| Volume | 117 |
| Pages | 106628 |
| Publication date | 2021-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Computers in Human Behavior (JOURNAL) |
| Journal identifiers | ISSN: 0747-5632 • E-ISSN: 1873-7692 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.chb.2020.106628 |
| OpenAlex | W3105252576 |
| Language | EN |
| Citations received | 3 |
| References cited | 57 |
The popularity of visual social network site Instagram has led to an increase of visual brand-related user-generated content (Br-UGC), which has the potential to affect brand outcomes. Previous research identified sender presence as an important content characteristic that can influence consumer's brand responses. However, the effect of sender presence in visual Br-UGC seems to be different from that of traditional advertising. The current research extends this sender presence scholarship by examining two explanations for the effects of sender presence: sender facial expression, and tie strength between sender and receiver. We expect that the effects of sender presence will be stronger for happy-as compared to neutral-looking senders, and that these effects are stronger when there is a stronger tie between sender and receiver. The current research adopts a two-step approach to examine sender presence effects in various levels of tie strength. Results show that a happy facial expression significantly increases like intention and brand attitude. Moreover, there is a moderating effect of tie strength on sender presence for comment intention: stronger levels of tie strength result in stronger effects of the presence of the sender. Theoretical and practical implications are discussed
Advertising · Business · Cognitive psychology · Communication source · Facial expression · Popularity · Telecommunications · Communication · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology
First Impressions
Emotional Contagion
How brains beware
Measuring Attitude toward the Brand and Purchase Intentions
Natural selective attention
Do social ties matter for purchase frequency? The role of buyers’ attitude towards social media marketing
The Elaboration Likelihood Model of Persuasion
Friend or foe
The emotional responses of browsing Facebook
Introducing Cobras
Engagement with Social Media and Social Media Advertising
Facial dynamics as indicators of trustworthiness and cooperative behavior
Online news recommendations credibility
The role of tie strength in assessing credibility of scientific content on facebook
Familiar eyes are smiling
Friending, IMing, and hanging out face-to-face
An argument for basic emotions
Processing Fluency and Aesthetic Pleasure
Social media and loneliness
Social Ties and Word-of-Mouth Referral Behavior
The Persuasion Knowledge Model
Measuring Tie Strength
Birds of a Feather
Emotional Contagion Effects on Product Attitudes
The Strength of Weak Ties
| Unique citing works | 3 |
|---|---|
| Citations per year | 1,5 |
| Citation span | 2024 - 2024 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |