Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses

Social media platforms enable firms to communicate directly and often publicly with individual consumers. In this research, comprising four online studies, the authors investigate how the tone of voice used by firms (human vs. corporate) influences purchase intentions on social media. Findings suggest that a human tone of voice is not always the firm's best option. Study 1a (N = 174) shows that using a human voice, instead of the more...