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

Share Proceeding

Featured papers

See More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More


G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More


When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.