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Subject: online communication Item type: Thesis

  • Phatic Brand Communication on Social Media

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    Spring 2022

    Koo, Thomas K.B.

    This research introduces the concept of phatic brand communication to marketing, and examines its use in the context of social media. The main function of phatic brand communication is for brands to create an atmosphere of sociability with consumers (e.g., “Hey YOU. Have a great day.”) rather...

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