Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/19155
Title: All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self
Authors: Panigyrakis, George G. 
Panopoulos, Anastasios 
Koronaki, Eirini 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: Rhetoric;Consumer-brand relationships;Social media marketing activities;Self-brand connections;Brand engagement in self-concept;Brand attachment
Issue Date: 2020
Source: International Journal of Advertising, 2020, vol. 39, no. 5, pp. 699-718
Volume: 39
Issue: 5
Start page: 699
End page: 718
Journal: International Journal of Advertising 
Abstract: Social media are increasingly leveraged on for the establishment of strong consumer-brand relationships, however the causal relationships leading to them have yet to be clarified. The underlying theory suggested to contribute to this gap is rhetoric, indicating the available means of persuasion to achieve one's goal. This paper builds on Aristotle's view, that effective rhetoric is based on the combination of Logos, Pathos and Ethos and examines how social media marketing activities help strengthen the connection between the consumer's self and the brand. The proposed framework is tested in 183 consumers, which follow a brand on Facebook. The findings indicate that social media marketing activities positively affect brand attachment, through the mediating role of self-brand connections. Furthermore, brand engagement in self-concept moderates the effect of self-brand connections on brand attachment. Significant implications both from a theoretical and managerial perspective are discussed.
URI: https://hdl.handle.net/20.500.14279/19155
ISSN: 1759-3948
DOI: 10.1080/02650487.2019.1663029
Rights: © Taylor & Francis
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : Cyprus University of Technology 
University of Macedonia 
Deree–The American College of Greece 
Appears in Collections:Άρθρα/Articles

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