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

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



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.

Authors

Andrea Webb, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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