This project investigates emotionality by brands on social media. First, we analyze a field dataset of over 200,000 text and images posts by brands across two major platforms. Using recent automated text analysis (Study 1a) and computer vision methods (Studies 1b and 1c), we provide initial documentation of a negative relationship between brand emotionality and status. Exploring this relationship further, in Studies 2, 3, and 4, we find that brands can leverage this association, reducing emotionality in brand communications to increase perceived brand status. This strategy is effective because reduced emotionality is associated with high-status communication norms, which evoke high-status reference groups. This finding is moderated by the status context of the brand (Study 2) and the product type (Study 4).

该项目调查品牌在社交媒体上的情感。首先，我们分析了两个主要平台上品牌发布的超过 200,000 个文本和图像帖子的字段数据集。使用最近的自动文本分析（研究 1a）和计算机视觉方法（研究 1b 和 1c），我们提供了品牌情感和状态之间负相关关系的初始文档。进一步探索这种关系，在研究 2、3 和 4 中，我们发现品牌可以利用这种关联，减少品牌传播中的情绪，以提高感知品牌地位。这种策略是有效的，因为情绪低落与高地位的沟通规范有关，这会唤起高地位的参考群体。这一发现受到品牌状态背景（研究 2）和产品类型（研究 4）的影响。