Make Your Tweety Bird Tweet: Use of Textual Paralanguage in Brand and Spokescharacter Online Communications
We explore how the use of textual paralanguage (TPL) on social media affects consumer perceptions of brands. We find varying effects on brand warmth but consistent negative effects on brand competence. We show that the negative effects on competence can be avoided by communicating through the brand’s spokescharacter.
Andrea Luangrath, Joann Peck, and Victor Barger (2017) ,"Make Your Tweety Bird Tweet: Use of Textual Paralanguage in Brand and Spokescharacter Online Communications", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 47-51.
Andrea Luangrath, University of Iowa, USA
Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA
NA - Advances in Consumer Research Volume 45 | 2017
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