Being Present as ‘Real’ Humans on Social Media: How Do Personified Brand Visuals Lead to Consumer Engagement?

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Top Highlights

• adding human-like visuals to a brand page can intensify the effectiveness of visual personification

• brand social presence, consumer–brand connection, and consumer engagement with brands

• visual communications using human-like cues can enhance consumer engagement with brands by increasing consumers’ willingness to follow brands and share brand contents through word of mouth.

• personified brand visuals increase the consumer feeling of socially being present with brands, which motivates consumers to engage