Results. The results showed that 1) the linguistic characteristics of a brand post can impact the number of likes, shares, and comments the post receives; 2) the effects of specific linguistic characteristics on like, share, and comment are inconsistent (see Table 3).
Therefore, the language style of a brand may affect consumers' perception, which further influences consumers' engagement behavior [6]. In this paper, we ...
This paper investigates the impacts of three brand post linguistic styles (i.e., emotionality, complexity, and informality) and finds that brand posts' ...
In his review, Stephen (2016) argue that linguistic style leads online consumer interaction behavior. Also, Deng et al. (2020) found that brand posts' ...
People also ask
How does social media marketing impact consumer engagement?
How does consumer engagement evolve when brands post across multiple social media?
What is the effect of image text matching on consumer engagement in social media advertising?
What is consumer engagement on social media platforms?
The impacts of three brand post linguistic styles (i.e., emotionality, complexity, and informality) are investigated and it is found that brand posts' ...
In this paper, the researcher will examine the linguistic style effects on brand selection and the brand selection effects on customer engagement. Drawing on ...
This thesis addresses this challenge and aims to understand how to enhance consumer engagement with brand posts on social media through the lens of linguistics.
Through analyzing the 15,396 brand posts collected from 104 Facebook pages, we found that the linguistic styles of brand posts can impact consumer engagement, ...
Linguistic styles of brand posts impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment) ...
Investigating the Impacts of Brand Social Media Posts' Linguistic Styles on Consumer Engagement by Qi Deng, Michael Hine, Shaobo Ji, Yun Wang.