K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation
Drawing on linguistics and stylistics theories, this paper introduces and conceptualizes the construct of Internet slang style (ISS) to describe characteristics of Internet slang. A dimensional ISS framework consisting of four dimensions (amiability, overtness, candor, and harshness) is proposed. The corresponding scale was developed and validated across five studies.
Shixiong Liu, Yi Wu, and Wu Gong (2018) ,"K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 917-917.
Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University
NA - Advances in Consumer Research Volume 46 | 2018
K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures
Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA