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Don’t You Dare Push Me: How Persuasive Social Media Tactics Shape Customer Engagement

Author

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  • Welf H. Weiger
  • Maik Hammerschmidt
  • Hauke A. Wetzel

Abstract

Social media marketers increasingly employ persuasive tactics, with advertising tone (i.e., highlighting favorable product aspects) and calls to action (i.e., encouraging specific actions) being most prevalent. Prior research proposes that both tactics could be perceived as overly pushy and therefore might harm customer engagement. Drawing on a field study employing a unique panel data set at the customer level as well as an experiment, this article suggests that employing advertising tone may reduce customer engagement, which is accelerated when it is used together with calls to action. However, high communal-brand connection (i.e., customer’s connectedness with the brand community) mitigates this negative effect. While weakly connected customers punish the marketer by engaging less, for strongly connected customers the negative interplay of the two tactics vanishes, alleviating undesirable consequences for engagement.

Suggested Citation

  • Welf H. Weiger & Maik Hammerschmidt & Hauke A. Wetzel, 2018. "Don’t You Dare Push Me: How Persuasive Social Media Tactics Shape Customer Engagement," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(3), pages 364-378.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698713
    DOI: 10.1086/698713
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    Cited by:

    1. Wolf, Tobias & Jahn, Steffen & Hammerschmidt, Maik & Weiger, Welf H., 2021. "Competition versus cooperation: How technology-facilitated social interdependence initiates the self-improvement chain," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 472-491.
    2. Penttinen, Valeria, 2023. "Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships," Journal of Business Research, Elsevier, vol. 165(C).
    3. Wang, Di & Lu, Jiahui & Zhong, Ying, 2023. "Futile or fertile? The effect of persuasive strategies on citizen engagement in COVID-19 vaccine-related tweets across six national health departments," Social Science & Medicine, Elsevier, vol. 317(C).

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