Positioning High- and Low-Status Brands in Social Media: The Potential of Communication Style
Type
conference paper
Date Issued
2019-08-10
Author(s)
Abstract (De)
Social media have disrupted marketing communication by enabling brands to publicly communicate with their customers in a very personal way. However, for some brands, this social closeness to customers may be less beneficial than for others in terms of brand popularity and positioning. High status, luxury brands typically keep a certain distance from their customers in order to maintain an exclusive image and create a strong desire for their brand. Do high-status brands also create this type of distance in social media and address their customers differently than do lower-status brands? And if yes, how exactly can brands preserve a certain degree of social distance in social media? We address these questions by exploring how the communication style, i.e., the way in which brands from different status levels communicate in social media, may convey different levels of social distance from customers.
Language
English
HSG Classification
contribution to scientific community
Event Title
AMA Summer Academic Conference 2019
Event Location
Chicago
Event Date
10. August 2019
Subject(s)
Contact Email Address
kristina.kleinlercher@unisg.ch
Eprints ID
258299
File(s)![Thumbnail Image]()
open.access
Name
Positioning High and Low Status Brands in Social Media.pdf
Size
94.28 KB
Format
Adobe PDF
Checksum (MD5)
49afe81fc594cccb2780a011ae0b8bf7