Trait Reactance Moderates Facebook Users' Irritation with Brand Communication

Abstract

Our aim was to discover common relationship norms in Facebook communication between a brand and its fans, and to understand how these norms influence consumers' perceived irritation with brand messages. A semantic network analysis revealed that 7 out of 8 brands operated according to exchange relationship norms in communicating with their fans, whereas 1 brand operated according to communal relationship norms. We subsequently examined the effect of trait reactance and communication styles on the perceived level of irritation caused by branded messages received on Facebook with a sample of Korean college students (N = 161 participants). Results showed that those high in trait reactance perceived the exchange communication as more irritating than did those low in trait reactance. There was no difference between high and low reactance individuals in their perceived irritation with communal communication. Theoretical and practical implications are discussed and suggestions for future research provided.