Voice Matters in the Digital Age How Human and Corporate Tones Shape Customer Experience in Indonesian Telecommunications

Abstract This commentary critically explores the empirical distinctions between human and corporate tone of voice in digital brand communication, as evidenced by the comparative study of two major Indonesian telecommunication brands. By situating these findings within broader discourse on brand personification, digital trust, and customer satisfaction, this article underscores the nuanced roles that tone of voice and social presence play in shaping customer perceptions. Key insights are enriched by a cross-examination with contemporary Indonesian and international scholarship, providing practical and theoretical direction for future digital branding research. Keywords. tone of voice, social presence, customer satisfaction, telecommunication, digital branding, Indonesia, PLS-MGA