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All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year Sort by creator [A → Z]' creator [Z → A]' publishing year ↑ (asc)' publishing year ↓ (desc)' title [A → Z]' title [Z → A]' Simple Search Hits 1 – 2 of 2 1 Brand conversation: Linguistic practices on social media in the light of face-work theory Andriuzzi, Andria; Michel, Géraldine In: ISSN: 2051-5707 ; Recherche et Applications en Marketing (English Edition) ; https://hal.archives-ouvertes.fr/hal-03049134 ; Recherche et Applications en Marketing (English Edition), SAGE Publications, 2021, ⟨10.1177/2051570720974511⟩ (2021) Abstract: International audience ; The rise of social media has resulted in brand-consumer interaction and more frequent conversations between consumers and brand representatives. To better understand how this "brand conversation" occurs, our research employs face-work theory and explores ambivalent consumer perceptions towards brand linguistic practices. Specifically, our results show how "threatening" messages (according to face-work theory) can be accepted by consumers, while "flattering" messages can be rejected. These paradoxical situations can be explained by brand relationships and the commercial and symbolic brand status. By identifying the specific features of brand-consumer interactions in the light of face-work, we propose a decision-making tool for brand management and community management practices. Keyword: [SHS.GESTION]Humanities and Social Sciences/Business administration; [SHS]Humanities and Social Sciences; brands; conversation; digital; face-work; JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics; JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising; norms; social media URL: https://hal.archives-ouvertes.fr/hal-03049134/document https://doi.org/10.1177/2051570720974511 https://hal.archives-ouvertes.fr/hal-03049134 https://hal.archives-ouvertes.fr/hal-03049134/file/andriuzzi_michel-brand_conversation.pdf BASE Hide details 2 Brand conversation: Linguistic practices on social media in the light of face-work theory ; La conversation de marque : pratiques linguistiques sur les médias sociaux selon la théorie du face-work Andriuzzi, Andria; Michel, Géraldine In: Recherches et applications en Marketing ; https://hal.archives-ouvertes.fr/hal-03021314 ; Recherches et applications en Marketing, 2021, ⟨10.1177/0767370120962610⟩ (2021) BASE Show details

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