TY - JOUR
T1 - Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
AU - Pezzuti, Todd
N1 - Publisher Copyright:
© 2023, Academy of Marketing Science.
PY - 2023
Y1 - 2023
N2 - How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs the attention of consumers to a discrepancy. A field study that analyzed the text of brand messages across 17 product categories found that consumers are more likely to interact with brands when their messages include words that direct attention to discrepancies between actual and desired states (e.g., words such as could, should, wish, want, and lacking). Controlled experiments reveal the mechanism underlying this effect. Specifically, that using language that directs attention to a discrepancy about the self makes messages seem more relevant, which, in turn, increases the likelihood that consumers will interact with the brand. This type of language is especially effective at making messages seem more relevant (and hence more engaging) among consumers that feel like they lack personal control in their lives. These findings provide marketers with a simple, yet theoretically-grounded technique for engaging more consumers with their brand messaging.
AB - How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs the attention of consumers to a discrepancy. A field study that analyzed the text of brand messages across 17 product categories found that consumers are more likely to interact with brands when their messages include words that direct attention to discrepancies between actual and desired states (e.g., words such as could, should, wish, want, and lacking). Controlled experiments reveal the mechanism underlying this effect. Specifically, that using language that directs attention to a discrepancy about the self makes messages seem more relevant, which, in turn, increases the likelihood that consumers will interact with the brand. This type of language is especially effective at making messages seem more relevant (and hence more engaging) among consumers that feel like they lack personal control in their lives. These findings provide marketers with a simple, yet theoretically-grounded technique for engaging more consumers with their brand messaging.
KW - Brand messaging
KW - Control
KW - Discrepancy
KW - Language
KW - Perceived relevance
KW - Social media engagement
UR - http://www.scopus.com/inward/record.url?scp=85176458126&partnerID=8YFLogxK
U2 - 10.1007/s11747-023-00983-x
DO - 10.1007/s11747-023-00983-x
M3 - Article
AN - SCOPUS:85176458126
SN - 0092-0703
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
ER -