Being Present as ‘Real’ Humans on Social Media: How Do Personified Brand Visuals Lead to Consumer Engagement?

Abstract

Corporations are personifying their brands, particularly when communicating via social media. Applying the theoretical underpinnings of brand social presence and personification, this experimental study investigates whether and how personified brand visuals increase consumer engagement. Results find that personified visuals are more effective in engaging consumers than nonpersonified visuals, and this effect is mediated by the social presence consumers perceive from brands that further increases consumer-brand connections. The study highlights that brand personas matter in visual communication in garnering consumer engagement on social media, and this event occurs indirectly through the perceptions that brands are socially present and connected as human-like communicators. The findings also highlight the direct effect of personified visuals on consumer engagement. Theoretical and practical implications are discussed.

Disclosure Statement

No potential competing interest was reported by the authors.

Additional information

Notes on contributors

Hyun Ju Jeong

Hyun Ju Jeong (PhD, Michigan State University) is an assistant professor at the Department of Integrated Strategic Communication in the College of Information and Communication, at the University of Kentucky. Her research focuses on nonprofit marketing, corporate social responsibility, social media strategies, and consumer engagement. Her work has been published in Journal of Business Research, Journal of Broadcasting & Electronic Media, International Journal of Advertising, Journal of Nonprofit & Public Sector Marketing, and the Journal of Brand Management, among others. E-mail: [email protected]

Jihye Kim

Jihye Kim (PhD, University of Florida) is an assistant professor in the Department of Integrated Strategic Communication, College of Information and Communication at the University of Kentucky. Her research focuses on digital media, corporate social responsibility, advertising and public relations strategies, and health communication. Her work has been published in Computers in Human Behavior, Journal of Interactive Advertising, Journal of Promotional Management, Journal of Travel Research, and the Journal of Marketing Communication, among others. E-mail: [email protected]

Deborah S. Chung

Deborah S. Chung (PhD, Indiana University–Bloomington) is a professor of journalism in the College of Information and Communication at the University of Kentucky, with areas of specialization in information communication technologies’ application to online news consumption and dissemination environments. Her work has been published in Mass Communication and Society, Journalism, & Mass Communication Quarterly, Journal of Computer-Mediated Communication, Convergence, and Visual Communication Quarterly, among others. E-mail: [email protected]