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Humanising of the brand voice on social media: The case of government agencies and semi-state bodies

Author

Listed:
  • Mullan, Anita

    (Behaviour & Attitudes, Milltown House, Milltown)

  • Kidney, Etain

    (School of Marketing, City Campus, TU Dublin — College of Business, Aungier Street)

Abstract

With the growth of social media, many government agencies and semi-state bodies have started conversing with the public in a much more humanised voice than the bureaucratic tone that would traditionally have been expected. This humanised voice is much more colloquial in its language and conveys a personality behind the brand. This article examines how the tone of voice used by Irish government agencies and semi-state bodies impacts upon their relationship with the public. The research proposes that government agencies, which typically experience a more polarising brand loyalty, are enjoying higher levels of trust, satisfaction, commitment and control mutuality among the public who follow them on social media since their adoption of a humanised brand voice. This in turn has a more positive impact on attitudes towards the government agencies responsible for those organisations. The results build upon the limited literature related to the use of a humanised brand voice by government agencies and semi-state bodies on their social media accounts, and presents practical recommendations to help such organisations benefit fully from social media.

Suggested Citation

  • Mullan, Anita & Kidney, Etain, 2020. "Humanising of the brand voice on social media: The case of government agencies and semi-state bodies," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(4), pages 344-354, March.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:7:i:4:p:344-354
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    More about this item

    Keywords

    social media; public administration; brand voice; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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