The Influence of Linguistic Style on Consumer Engagement: A Study from Top Global Brands’ Posts on Facebook

Renato Hübner Barcelos () and Ana Cristina Munaro
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Renato Hübner Barcelos: École des Sciences de la Gestion - UQÀM
Ana Cristina Munaro: Pontifical Catholic University of Paraná (PUCPR)

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 122-130 from Springer

Abstract: Abstract In this article, we present the results of an empirical study on the influence of the linguistic style of global brands on digital consumer engagement. Our conceptual model is based on the analysis of more than 7,700 Facebook posts from 90 global brands across different categories and tests the effects of several linguistic elements such as pronoun choices, clout, emotional tone, informality, temporal focus, etc. The results show that these elements positively or negatively influence consumer engagement differently, depending on the type of engagement (likes, comments, shares, or reactions). By discussing these results, we inform managers on how to better communicate with consumers on social media to obtain more positive consumer responses.

Keywords: Linguistic style; Post content; Engagement; Facebook (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_15

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DOI: 10.1007/978-3-031-05728-1_15

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