Title: Brand accommodation to informal communications on social media: with the mediation of communication appropriateness and the moderation of product involvement

Authors: Hyun Ju Jeong; Jihye Kim

Addresses: Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, 222 McVey Hall, Lexington, KY 40506, USA ' Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, 215 McVey Hall, Lexington, KY 40506, USA

Abstract: Drawing on communication accommodation theory, this experimental study investigates whether, how, and when brand communications cultivate consumer engagement on social media. Results show that informal (vs. formal) communications yield greater intentions to follow and share brand content. Further, the extent to which consumers perceive this communication as appropriate for brands within social media fully mediates the greater effects of informal (vs. formal) communications on following, sharing, and posting intentions, particularly for those low in product involvement. These findings highlight that assimilating brand communications to consumers' casual conversations is processed as a heuristic cue driving social media engagement among low-involved consumers. This persuasion is psychologically mediated by the appropriateness of communication accommodation consumers may feel from the efforts of brands to reduce a social distance to them. Theoretical and practical implications are discussed.

Keywords: communication accommodation; brand accommodation; consumer engagement; brand communications; communication appropriateness; product involvement; social media.

DOI: 10.1504/IJIMA.2023.132715

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.1/2, pp.42 - 62

Received: 16 Mar 2021
Accepted: 11 Oct 2021
Published online: 09 Aug 2023 *

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