The role of facial expression and tie strength in sender presence effects on consumers’ brand responses towards visual brand-related user generated content

作者：

Highlights：

• A happy sender in visual brand-related user generated content (UGC) increases consumers' like intention and brand attitude.

• A happy sender in visual brand-related UGC does not increase consumers' comment intention and purchase intention.

• The tie strength between sender and receiver increases the effect of sender presence on comment intention.

• Tie strength does not influence the effects of sender presence on like intention, brand attitude, and purchase intention.

摘要

•A happy sender in visual brand-related user generated content (UGC) increases consumers' like intention and brand attitude.•A happy sender in visual brand-related UGC does not increase consumers' comment intention and purchase intention.•The tie strength between sender and receiver increases the effect of sender presence on comment intention.•Tie strength does not influence the effects of sender presence on like intention, brand attitude, and purchase intention.

论文关键词：Visual brand-related user generated content,Tie strength,Facial expression,Social network sites,Brand responses

论文评审过程：Received 6 January 2020, Revised 5 November 2020, Accepted 6 November 2020, Available online 17 November 2020, Version of Record 16 January 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106628