Emotional Contagion in Computer Mediated Communication

Hine, Michael J.; Murphy, Steven A.; Ambwani, Vinita

doi:10.18848/1447-9524/cgp/v10i06/49987

Cited by 3 publications

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Dependent on the concept of emotional contagion, marketing researchers found that emotion expressed in a brand communication (e.g., advertising, service encounter) can affect how the communication is processed and influence the effects of the communication [26]. While emotional contagion effect has been mainly studied in a face-to-face context, it can happen via verbal communication solely and in CMC as well [27][28]. For example, in social media contexts, when consumers are exposed to positive messages, emotional contagion can take place and lead them to experience the same positive emotions [29].…”

Section: Emotionality and Consumer Engagementmentioning

confidence: 99%

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Deng

Hine

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

View full text Add to dashboard Cite

Enhancing consumer engagement with brand posts on social media is challenging to digital marketers. However, it is unclear what contents work better for which brand and in what way. This paper investigates the impacts of three brand post linguistic styles (i.e., emotionality, complexity, and informality) and finds that brand posts' linguistic styles can impact consumer engagement. The findings improve our understanding of the role that language plays in brand communications on social media. Communication accommodation theoryCommunication accommodation theory explains how people adjust their behaviors during communications, why they do so, and the effects arising from doing so [17][18]. According to CAT, the two general communication strategies are accommodation (or convergence) and nonaccommodation (or divergence) [17]. Accommodation is a strategy whereby people adjust their communication behaviors to appear more similar to their interlocutors. Conversely, nonaccommodation is a strategy in which people accentuate differences between themselves and their interlocutors in communication behaviors [17]. According to CAT, accommodation in language leads to positive evaluations of the communication (e.g., message agreement, persuasiveness, and communication satisfaction), the interlocutor (e.g., credibility, trust, sociability, and attractiveness), and the relationship (e.g., relational satisfaction, closeness, common identity, and intimacy) [17]. For example, research has shown that language accommodation in computer-mediated communications can enhance the rapport [18] and trust [19] between communicators. Recent research has shown that language accommodation also positively impacts communicators' involvement and behavior [20]. For example, Ludwig et al. [21] found that linguistic style matching between an online product review and the interest group is positively related to conversion rates. Steinmann, Mau, found that personalized communication style used by brands in interacting with online consumption community members can enhance members' evaluation of the community as well as increase their purchase intention.Brand posting is a form of brand-to-consumer communication that occurs in a CMC context, i.e., social media; thus, it is reasonable to assume that language accommodation in brand posting could positively impact consumers' evaluation and behavior

show abstract

Section: Emotionality and Consumer Engagementmentioning

confidence: 99%

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Deng

Hine

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

View full text Add to dashboard Cite

show abstract

“…Another important characteristic of emotions is that they can be transferred rapidly from one person to another (Cappella, 1993; Van Kleef et al, 2004), most notably through a process called emotional contagion (Barsade, 2002; Hine et al, 2010). Emotional contagion (EC) is commonly defined as “a process in which a person or group influences the emotions or behavior of another person or group through the conscious or unconscious induction of emotion states and behavioral attitudes” (Schoenewolf, 1990, p. 50 as cited by Barsade, 2002).…”

Section: Literature Reviewmentioning

confidence: 99%

Calming the Storm: How Non-Negative Messages From Fellow Consumers Can Dispel Negativity in a Social Media Firestorm

Widdershoven,

Pluymaekers,

Zourrig

et al. 2023

International Journal of Business Communication

View full text Add to dashboard Cite

This research explores the potential of non-negative consumer messages to counteract negativity in social media firestorms through emotional contagion. 1,186 tweets were examined in response to a McDonald’s Japan service issue, revealing that non-negative messages tend to align emotionally with preceding messages. This suggests a temporary mitigation of negativity. Investigating emotional contagion within social media firestorms challenged the prevailing notion of negativity bias, indicating a focus on maintaining a positive affective state. Practical implications suggest organizations should monitor and acknowledge non-negative messages during crises to identify advocates and gain insights into subnetwork impact. Incorporating elements from contagious non-negative posts in responses can help mitigate reputational damage. This research contributes to a deeper understanding of emotional contagion dynamics in social media firestorms, aiding organizations in managing their online reputation during crises.

show abstract

The Effect of Evaluative Language on Emotional Contagion in Online Customer Feedback: A Questionnaire Study of Twitter Complaints and Compliments

Ruytenbeek

2023

Preprint

View full text Add to dashboard Cite

Emotional Contagion in Computer Mediated Communication

Cited by 3 publications

References 0 publications

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Calming the Storm: How Non-Negative Messages From Fellow Consumers Can Dispel Negativity in a Social Media Firestorm

The Effect of Evaluative Language on Emotional Contagion in Online Customer Feedback: A Questionnaire Study of Twitter Complaints and Compliments

Contact Info

Product

Resources

About