Abstract The recent proliferation of social Web applications has facilitated an array of new customer engagement behaviors. Creating social presence in brand communication is key to creating positive outcomes for brands. Present research integrates social presence theory and the consumer–brand relationship (CBR) perspective in examining how the use of textual paralanguage (TPL; e.g., emojis and emoticons) and CBRs can be leveraged to enhance message relatability in the context of responding to product reviews. A 2 (CBR strength) × 3 (TPL) online experiment is conducted. Findings show that TPL use increases the social presence of brand messages, leading to more positive attitude toward the brand, greater purchase intention, and the strengthening of brand relationships. Further, while CBR strength did not influence social presence of responses, actively engaging with consumers increases purchase intention and significantly strengthens weak brand relationships.

中文翻译：

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利用文本辅助语言和消费者品牌关系进行更相关的在线品牌传播：一种社会存在方法

摘要社交Web应用程序的最近激增促进了一系列新的客户参与行为。在品牌传播中建立社会影响力是为品牌创造积极成果的关键。当前研究将社会存在理论和消费者-品牌关系（CBR）观点相结合，以研究如何利用文本副语言（TPL；例如，表情符号和表情符号）和CBR来增强对产品评论的响应中的消息相关性。进行了2（CBR强度）×3（TPL）在线实验。研究结果表明，TPL的使用增加了品牌信息的社会影响力，从而导致对品牌的态度更加积极，购买意愿更高以及品牌关系得到了加强。此外，尽管社区康复能力并没有影响社会反应的存在，