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
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