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The rise of social media has resulted in brand–consumer interaction and more frequent conversations between consumers and brand representatives. To better understand how this ‘brand conversation’ occurs, our research employs face-work theory and explores ambivalent consumer perceptions towards brand linguistic practices. Specifically, our results show how ‘threatening’ messages (according to face-work theory) can be accepted by consumers, while ‘flattering’ messages can be rejected. These paradoxical situations can be explained by brand relationships and the commercial and symbolic brand status. By identifying the specific features of brand–consumer interactions in the light of face-work, we propose a decision-making tool for brand management and community management practices.

Brand conversation: Linguistic practices on social media in the light of face-work theory