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 MoreFeatured
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
Featured
Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume
Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Featured
K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen