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.



Citation:

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.

Authors

Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More

Featured

Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA

Read More

Featured

Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, 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.