Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions

C. Liebrecht, Christina Tsaousi, Charlotte van Hooijdonk

Research output: Contribution to journalArticleScientificpeer-review

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Abstract

The conversational human voice (CHV) is an extensively studied and adopted communication style in online brand communication. However, in previous research the way in which CHV is operationalized differs considerably: the type and the number of linguistic elements used to establish a sense of CHV in online brand messages varies. Moreover, it is still unknown how CHV operationalizations contribute to consumers’ perceptions of CHV, which consequently could affect their evaluation regarding the message and the brand. In this paper, we addressed these issues by conducting an integrative literature review and a perception experiment, and consequently present a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric that can be used to operationalize CHV systematically in future studies in online brand communication. Directions for future research and managerial implications are discussed.
Original languageEnglish
Pages (from-to)124-135
Number of pages11
JournalJBR: Journal of Business Research
Volume132
Publication statusPublished - Aug 2021

Keywords

  • communication style
  • CONVERSATIONAL HUMAN VOICE
  • linguistic elements
  • SOCIAL MEDIA
  • brand communications

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