期刊
JOURNAL OF BUSINESS RESEARCH
卷 132, 期 -, 页码 124-135出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.03.050
关键词
Communication style; Conversational human voice; Linguistic elements; Social media; Brand communication
类别
资金
- Dutch Research Council (NWO) [31498114]
This study delves into the operationalization of CHV in online brand communication, presenting a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric. It also discusses how these operationalizations contribute to consumers' perceptions of CHV and their evaluation regarding the message and the brand, while providing directions for future research and managerial implications.
The conversational human voice (CHV) is an extensively studied and adopted communication style in online brand communication. However, in previous research the way in which CHV is operationalized differs considerably: the type and the number of linguistic elements used to establish a sense of CHV in online brand messages varies. Moreover, it is still unknown how CHV operationalizations contribute to consumers' perceptions of CHV, which consequently could affect their evaluation regarding the message and the brand. In this paper, we addressed these issues by conducting an integrative literature review and a perception experiment, and consequently present a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric that can be used to operationalize CHV systematically in future studies in online brand communication. Directions for future research and managerial implications are discussed.
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