Roasting_Twitter_Experiment_Main_Study

The database contains the data from a survey created on Qualtrics. Procedure: Participants were told that when they checked their preferred SNS page, they observed communication between two brands. First, the “main” brand initiated the conversation. After a five-second delay, a “paired” brand responded. After another five-second delay, “main” brand responded to the message from paired brand. We used a short delay (five-second) in each step of communication to prevent the coattail effect (Cunha Jr, Forehand, & Angle, 2015). After reading the scenarios, participants responded to a series of questions. We used measures of brand coolness (Im, Bhat, and Lee (2015); α = .873), brand sincerity (Shin and Larson (2020); α = .847), perceived humor (Eisend (2009)) and consumer’s personality (Rammstedt and John (2007); α = .903). At the end of the survey, participants answered demographic questions.