Brand conversation: Linguistic practices on social media in the light of face-work theory

Andria Andriuzzi (1, 2) , Géraldine Michel (3)

1 UJM - Université Jean Monnet - Saint-Étienne
2 COACTIS - COnception de l'ACTIon en Situation
3 IAE Paris - Sorbonne Business School

The rise of social media has resulted in brand-consumer interaction and more frequent conversations between consumers and brand representatives. To better understand how this "brand conversation" occurs, our research employs face-work theory and explores ambivalent consumer perceptions towards brand linguistic practices. Specifically, our results show how "threatening" messages (according to face-work theory) can be accepted by consumers, while "flattering" messages can be rejected. These paradoxical situations can be explained by brand relationships and the commercial and symbolic brand status. By identifying the specific features of brand-consumer interactions in the light of face-work, we propose a decision-making tool for brand management and community management practices.

Mots clés: conversation; digital; face-work; brands; social media; norms

Domaines: Gestion et management; Sciences de l'Homme et Société

Andria Andriuzzi, Géraldine Michel. Brand conversation: Linguistic practices on social media in the light of face-work theory. Recherche et Applications en Marketing (English Edition), 2021, 36 (1), ⟨10.1177/2051570720974511⟩. ⟨hal-03049134⟩