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
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