![]() The emergence of Internet slang depends on two factors: its users and the context. Internet slang, consisting of distinct pronunciation, word, morphology, and syntax derived from online context, is a variant of the standard language ( Liu et al., 2019). We also aim to contribute to practitioners by providing an easy-to-use instrument to evaluate Internet slang style. As far as we know, this is a very initial attempt to systematically conceptualize and empirically examine the characteristics of Internet slang, especially in the marketing domain. Then, following scale-development procedures, four studies are conducted to develop the scale (Studies 1–2), examine its validity and reliability (Study 3), differentiate it from the brand personality scale ( Aaker, 1997), and reveal its influence on brand personality dimensions (Study 4). A pilot study that involves consumer interviews validates these conceptualizations. To do so, we first derive the definition of Internet slang style and its dimensions based on an extensive literature review. Drawing upon relevant theories from psychology, communication, and marketing, we aim to contribute theoretically by: (1) establishing valid conceptualization of its definition and dimensions (2) developing an adequate scale to measure it as a multi-dimensional construct (3) exploring its possible marketing-relevant outcomes from a consumer perspective. Our study introduces the “Internet slang style” to address this gap, defined as consumers’ schematic perception of the characteristics conveyed by the Internet slang expressions adopted in marketing-related contexts. However, no study yet has systematically investigated consumers’ perceptions about Internet slang as a whole. For example, recent empirical research shows that Internet slang with innovative and novel characteristics can attract audience attention ( Liu et al., 2019). ![]() Such understanding would help both academics and practitioners clarify the merits and demerits of Internet slang and establish criteria for selecting appropriate slang in marketing activities. These associations can be understood within the framework of language schemata, which refers to an individual’s prototypical knowledge about the language, including its underlying social and cultural meanings, typical users, contexts, and appropriate topics, as well as individuals’ beliefs about the language ( Luna and Peracchio, 2005). Internet slang can create distinct associations in consumers’ perceptions as a unique language variant of the standard language ( Crystal, 2006). An example of this is Coca-Cola’s “Share a Coke” summer campaign in China, in which many popular online nicknames were selected and printed on the coke bottles to generate senses of proximity and cuteness among young consumers. Meanwhile, marketing practitioners have begun to notice the advantages of introducing Internet slang in advertisements. For example, expressions such as “rona” or “vid” have been popular among young people to replace the formal designation “COVID-19” and to inject a sense of humor as a relief when facing the problematic current pandemic situation. As a result, Internet slang that emerges and develops online has become part of our everyday language, and even unconsciously influences people’s psychological states and behaviors in areas such as communication and consumption ( Crystal, 2006 Liu et al., 2019). The extensive usage of the Internet and social media leads to the integration of virtual and real-life ( Kilicer et al., 2017). ![]() Practically, the scale provides an easy-to-use instrument to evaluate Internet slang styles from a consumer perspective to help companies appropriately employ Internet slang in marketing communication activities. The results indicate that different Internet slang style dimensions positively correspond to different brand personality dimensions but exert no influence on brand attitude. In addition, this research investigates the impact of Internet slang styles on brand personality and brand attitude. It develops and validates a new scale to measure Internet slang style along the dimensions of amiability, overtness, candor, and harshness through a series of in-depth interviews, two surveys, and one experiment with consumers. Drawing upon interdisciplinary theories on schema and communication styles, this research makes the first attempt to conceptualize and measure these characteristics by introducing a new multi-dimensional construct, “Internet slang style,” in the marketing context. However, its unique characteristics that differ from standard language have yet to be explored. As an emerging language variant, practitioners have extensively used Internet slang in advertising and other communication activities.
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