The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social Media

Although marketers have been using various message tactics to breathe life into their brands, the concepts of animism and animistic cues, particularly in social media marketing, have received little theoretical and empirical attention. Therefore, we conducted two studies to uncover what drives animistic thinking on social media, how animism is linked to anthropomorphism, how animism can benefit brands online, and what the boundary conditions for...