Improving Brand Relationship with Consumer: Anthropomorphism Role in Brand Communication over Social Media

Abstract

Recently, in various industries, Brand Anthropomorphism (BA) is considered an effective marketing as well as a communication tool. Social Media (SM) of Brand Communication (BC) has been mainly focused on by the prevailing studies in an attempt to comprehend its effects on BA. However, it has received considerable attention in BC on SM regardless of the elevation in BA. Nevertheless, in the Consumer-Brand Relationship (CBR), there was yet little understanding of BA of BC. Therefore, to enhance the brand's relationship with the consumer, a study was presented to analyze the role of anthropomorphism's impact on BC over SM. Furthermore, the customer behavioral intentions and engagement with SM are investigated and the relationship betwixt consumer brand and BAs are explored. By utilizing a methodology of random sampling technique, the sample has been gathered as of 413 respondents. Moreover, for the analysis of the hypothesized relationship among study variables, Structural Equation Modeling (SEM) was utilized. The outcomes exhibited that the relationship betwixt BC over SM and the anthropomorphism of consumer brands are highly mediated by innovativeness, confidence, convenience, attitude, and BA. The analysis of Pearson’s correlation exhibited that a significant coefficient of Pearson’s coefficient value (0.783) was attained by BA. Overall, it signified that the CBR is significantly enhanced by the anthropomorphic brand over SM.