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
    JournalJournal of Business Research
    Volume132
    Publication statusPublished - Aug 2021

    Keywords

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

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