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Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement

Author

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  • Davis, Scott W.
  • Horváth, Csilla
  • Gretry, Anaïs
  • Belei, Nina

Abstract

Despite the influence of social media marketing, little is known about how branded messaging characteristics affect consumer engagement. We fill in this gap by assessing how readability interacts with brand hedonism to affect consumer engagement with brands based on our analysis of branded tweets for 96 of the most valuable brands according to Forbes Media. Drawing on processing fluency, we challenge the paradigm that reading ease enhances consumer responses universally. The effect of a tweet's readability is instead sensitive to a brand's perceived hedonistic nature, the degree to which it offers fun and enjoyable benefits. For less hedonic brands, tweets perceived as easy to read tend to result in greater engagement, and for more hedonic brands, tweets perceived as difficult to read tend to result in greater engagement. These findings offer insights for brand communication and social media strategy.

Suggested Citation

  • Davis, Scott W. & Horváth, Csilla & Gretry, Anaïs & Belei, Nina, 2019. "Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement," Journal of Business Research, Elsevier, vol. 100(C), pages 150-164.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:150-164
    DOI: 10.1016/j.jbusres.2019.01.071
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    Citations

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    Cited by:

    1. Xin Chen & Zhen-feng Cheng & Gyu-Bae Kim, 2020. "Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists," Sustainability, MDPI, vol. 12(5), pages 1-24, March.
    2. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    3. Isaac Owusu Asante & Yushi Jiang & Xiao Luo & Martinson Ankrah Twumasi, 2022. "The Organic Marketing Nexus: The Effect of Unpaid Marketing Practices on Consumer Engagement," Sustainability, MDPI, vol. 15(1), pages 1-24, December.
    4. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    5. Oliveira, João S. & Ifie, Kemefasu & Sykora, Martin & Tsougkou, Eleni & Castro, Vitor & Elayan, Suzanne, 2022. "The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing," Journal of Business Research, Elsevier, vol. 140(C), pages 49-61.
    6. Xiumin Chu & Yezheng Liu & Xiayu Chen & Zhengping Ding & Shouzheng Tao, 2022. "What motivates consumer to engage in microblogs? The roles of brand post characteristics and brand prestige," Electronic Commerce Research, Springer, vol. 22(2), pages 451-483, June.
    7. Paweł Bryła & Shuvam Chatterjee & Beata Ciabiada-Bryła, 2022. "The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-16, December.
    8. Wei Jiang & Daokang Luo & Liwen W.L. Wang & Kevin Zheng Zhou, 2024. "Foreign ownership and bribery in Chinese listed firms: An institutional perspective," Post-Print hal-04432029, HAL.
    9. O?uz Ku? & Charmaine Du Plessis, 2022. "Exploring the relationship between dimensions of branded content and interactivity on twitter: a data-driven content marketing approach," Proceedings of Economics and Finance Conferences 13315662, International Institute of Social and Economic Sciences.

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