Leveraging Textual Paralanguage and Consumer–Brand Relationships for More Relatable Online Brand Communication: A Social Presence Approach

Abstract

The recent proliferation of social Web applications has facilitated an array of new customer engagement behaviors. Creating social presence in brand communication is key to creating positive outcomes for brands. Present research integrates social presence theory and the consumer–brand relationship (CBR) perspective in examining how the use of textual paralanguage (TPL; e.g., emojis and emoticons) and CBRs can be leveraged to enhance message relatability in the context of responding to product reviews. A 2 (CBR strength) × 3 (TPL) online experiment is conducted. Findings show that TPL use increases the social presence of brand messages, leading to more positive attitude toward the brand, greater purchase intention, and the strengthening of brand relationships. Further, while CBR strength did not influence social presence of responses, actively engaging with consumers increases purchase intention and significantly strengthens weak brand relationships.

Keywords:

• Textual paralanguage
• emojis
• consumer-brand relationships
• social presence

Additional information

Notes on contributors

Jameson L. Hayes

Jameson L. Hayes (PhD, University of Georgia) is an assistant professor and director, The Public Opinion Lab, Department of Advertising and Public Relations, University of Alabama.

Brian C. Britt

Brian C. Britt (PhD, Purdue University) is an assistant professor, Department of Advertising and Public Relations, University of Alabama.

Janelle Applequist

Janelle Applequist (PhD, Pennsylvania State University) is an assistant professor, the Zimmerman School of Advertising and Mass Communication, University of South Florida.

Artemio Ramirez

Artemio Ramirez, Jr. (PhD, University of Arizona) is associate director, graduate director, and an associate professor, the Zimmerman School of Advertising and Mass Communication, University of South Florida.

Jayme Hill

Jayme Hill (MA, University of South Florida) is vice president of digital operations, Diamond Media Solutions.