The power of identity cues in text-based customer service: Evidence from Twitter

• Main Authors: GAO, Yang, RUI, Huaxia, SUN, Shujing
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Social media; customer service; social presence; humanization; identity cue; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/9315; https://ink.library.smu.edu.sg/context/sis_research/article/10315/viewcontent/03_RA_10.25300_MISQ_2022_17366_pv.pdf
• Institution: Singapore Management University

Text-based customer service is emerging as an important channel through which companies can assist customers. However, the use of few identity cues may cause customers to feel limited social presence and even suspect the human identity of agents, especially in the current age of advanced algorithms....