Semantic Scholar Open Access 2021 51 sitasi

Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions

Christine Liebrecht C. Tsaousi C. V. Hooijdonk

Lihat Sumber DOI

Abstrak

Abstract 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.

Topik & Kata Kunci

Psychology

Penulis (3)

Christine Liebrecht

C. Tsaousi

C. V. Hooijdonk

Format Sitasi

APA MLA BibTeX

Liebrecht, C., Tsaousi, C., Hooijdonk, C.V. (2021). Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions. https://doi.org/10.1016/J.JBUSRES.2021.03.050

Akses Cepat

Lihat di Sumber doi.org/10.1016/J.JBUSRES.2021.03.050

Informasi Jurnal

Tahun Terbit: 2021
Bahasa: en
Total Sitasi: 51×
Sumber Database: Semantic Scholar
DOI: 10.1016/J.JBUSRES.2021.03.050
Akses: Open Access ✓