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Abstract

Members of the Millennial Generation (‘millennials’) are strongly attached to their smartphones and engrossed in social media. They frequently post pictures and tweet about the products they like and buy. Consequently, established consumer brands unable to master the use of Twitter and other social media are likely to lose their ability to communicate with this generation. This article reports findings from a study of millennials’ Twitter usage and presents the concept of brand entification as the next evolutionary stage of brand personality made possible by this social media. Brand entification refers to a distinct emotional and cognitive attachment between heavy-Twitter-using millennials and the brands they like, and to a unique set of attributions they make toward the brand. Herein, we explain the nature of brand entification, describe how it emerges, and distill some key lessons for brand managers interested in reaching Twitter-using millennials.

8. Summary

Consider the old riddle: ‘‘If a tree falls in the forest and no one is around to hear it, does it make a sound?’’ If the tree is a brand, it does not matter to heavy users of Twitter. It matters even less if tweeting about the brand did not alleviate the Twitter user’s FOMO and FOBI or did not feed their narcissism. Managers wedded to traditional media and one-way communication are likely to respond with skepticism: ‘‘Twitter, schmitter!’’ This skepticism may explain their reluctance to adapt; or the proclivity for using Twitter as a billboard, a catalog for one-way communication, or a customer service tool. Traditional ways of branding via print, broadcast, and/or outdoor media are not redundant; interactive media have opened up opportunities for producing new brand-related outcomes among heavy users of Twitter that are too tempting to ignore.