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“Don’t pretend to be my friend!” When an informal brand communication style backfires on social media A Gretry, C Horváth, N Belei, ACR van Riel – Journal of Business Research, 2017 – Elsevier … The present research thus extends the limited literature on brand communication in two-way communication settings by investigating how the use of an informal communication style in … Save Cite Cited by 181 Related articles All 15 versions