The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications

• Published in: Psychology & marketing Vol. 37; no. 6; pp. 796 - 814
• Main Authors: Labrecque, Lauren I., Swani, Kunal, Stephen, Andrew T.
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01.06.2020
• Subjects: brand relationships; consumer engagement; Consumers; linguistics; pronouns; self‐presentation; social media; Social networks

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...