Abstract
As an emerging language variant, practitioners have extensively used Internet slang in advertising and other communication activities. However, its unique characteristics that differ from standard language have yet to be explored. 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. 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. In addition, this research investigates the impact of Internet slang styles on brand personality and brand attitude. The results indicate that different Internet slang style dimensions positively correspond to different brand personality dimensions but exert no influence on brand attitude. 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.
Highlights
The extensive usage of the Internet and social media leads to the integration of virtual and reallife (Kilicer et al, 2017)
Responding to the argument that language features should be examined with consideration of social meanings embedded in the applied context (Coupland, 2007; Moore, 2012), we aim to provide a conceptualization that encompasses the essence of Internet slang style specific to the marketing domain while still offering consistency with prior communication style literature
As communication style plays as the conceptual basis for Internet slang style, we reviewed all the extracted articles again, focusing on possible dimensions of this scale
Summary
The extensive usage of the Internet and social media leads to the integration of virtual and reallife (Kilicer et al, 2017). 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). 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. 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)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
