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Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Ordenes, F, Grewal, D, Ludwig, Stephan, De Ruyter, K, Mahr, D and Wetzels, M (2018) Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages Journal of Consumer Research, ucy032.

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Abstract

Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands’ message intentions (i.e., assertive, expressive, or directive) and the effects on consumer sharing. A text mining study of more than two years of Facebook posts and Twitter tweets by well-known consumer brands empirically demonstrates the impacts of distinct message intentions on consumers’ message sharing. Specifically, the use of rhetorical styles (alliteration and repetitions) and cross-message compositions enhance consumer message sharing. As a further extension, an image-based study demonstrates that the presence of visuals, or so-called image acts, increases the ability to account for message sharing. The findings explicate brand message sharing by consumers and thus offer guidance to content managers for developing more effective conversational strategies in social media marketing.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Ordenes, F
Grewal, D
Ludwig, Stephans.ludwig@surrey.ac.uk
De Ruyter, K
Mahr, D
Wetzels, M
Date : 9 April 2018
Identification Number : 10.1093/jcr/ucy032
Copyright Disclaimer : © The Author(s) 2018. This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The version of record: Francisco Villarroel Ordenes, Dhruv Grewal, Stephan Ludwig, Ko De Ruyter, Dominik Mahr, Martin Wetzels; Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages, Journal of Consumer Research, ucy032, https://doi.org/10.1093/jcr/ucy032 is available online at: https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucy032/4964963
Uncontrolled Keywords : : Consumer Sharing, Social Media, Speech Act Theory, Rhetoric, Image Acts, Text Mining, Message Dynamics
Depositing User : Melanie Hughes
Date Deposited : 06 Apr 2018 08:04
Last Modified : 17 Apr 2018 07:42
URI: http://epubs.surrey.ac.uk/id/eprint/846127

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