Personality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphization |
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| Authors: | Jooyoung Kim Eun Sook Kwon |
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| Institution: | 1. Department of Advertising and Public Relations, University of Georgia, Athens, GA, USA;2. School of Communication, Rochester Institute of Technology, Rochester, NY, USA |
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| Abstract: | The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (i.e. Openness, Conscientiousness, Agreeableness, Extraversion, Warmth, and Contentiousness) were yielded for brands with SNS presence. The data also produced six dimensions (i.e. Openness, Sincerity, Extraversion, Competence, Agreeableness, and Ruggedness) for brands without SNS presence. The results show that brands with which consumers interact on SNSs have more human-like personalities than brands absent from SNSs, and the personality dimensions affected brand affect and trust to varying degrees. |
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| Keywords: | Brand anthropomorphization social media social networking brand personality South Korea |
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