ABSTRACT

Social media has credence value for a brand, and one way a firm might provide cues to consumers is through design elements on its website. A second way a firm might signal its social presence is to expose customers to testimonials about a social media experience with the company. Findings from two studies examining these two tactics demonstrate that positive social media cues lead to favorable perceptions of a brand’s warmth and competence. Implications for managing consumers’ snap judgments through strategic social media cues are offered.

中文翻译：

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社交媒体快速判断：基于社交媒体的品牌线索对购买意愿的影响

摘要

社交媒体对品牌具有可信度，公司向消费者提供提示的一种方式是通过其网站上的设计元素。公司可能表明其社交存在的第二种方式是让客户了解有关公司社交媒体体验的推荐。对这两种策略进行检验的两项研究结果表明，积极的社交媒体线索会导致人们对品牌的热情和能力产生良好的看法。提供了通过战略性社交媒体线索管理消费者快速判断的含义。