Uncovering the effectiveness of anthropomorphic communication on the country-of-origin stereotypes from the perspective of psychological elements

Abstract

AbstractWith the development of social media, interactive activities such as anthropomorphic communications are more accessible and popular. The country-of-origin(COO) stereotype is one of the most important factors which influences individuals' attitudes toward brands. This study aims to investigate the feasibility and validity of anthropomorphic communication via social media on COO stereotypes in international competitions. Experimental results indicate that the strategy of using anthropomorphic communication has positive effects for developing countries, but not the same for developed countries; the perceived social presence mediates the relationship between anthropomorphic communication and COO stereotypes of developing countries. However, the mediating effect is not obvious in developed countries, the influence of anthropomorphic communication is effective and feasible only when individuals’ mindset is global. The theoretical model in this paper is a useful supplement to the existing achievements of anthropomorphism and COO stereotypes, it provides a reference for enterprises in developing countries to use anthropomorphic strategies accurately to reduce negative COO stereotypes and improve international competitiveness, it also gives suggestions for companies in developed countries to adopt anthropomorphic communication strategies cautiously.