Great, Umm, *Eyeroll*: Textual Paralanguage and Its Implications For Brand Communications

Andrea Webb, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA
In this research, we investigate the effects of paralanguage, the ancillary meaning- and emotion-laden aspects of speech that are not actual verbal prose, on text-based marketing messages. We develop a typology of textual paralanguage and, using lab and Twitter data, investigate how its use affects consumers’ perceptions of brands
[ to cite ]:
Andrea Webb, Joann Peck, and Victor Barger (2015) ,"Great, Umm, *Eyeroll*: Textual Paralanguage and Its Implications For Brand Communications", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 813-813.