Social media snap judgments: the effect of social media-based brand cues on purchase intention

Abstract

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.