Understanding consumer engagement with brand posts on social media: The effects of post linguistic styles

作者：

Highlights：

• Analyzing the 15,396 brand posts collected from 104 Facebook brand pages representing 18 industries using text mining.

• Examining the effects of three brand post linguistic styles, namely, emotionality, complexity, and informality, on consumer engagement.

• Linguistic styles of brand posts impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment).

• Deepen our understanding of the role that language plays in brand-consumer communications on social media.

摘要

•Analyzing the 15,396 brand posts collected from 104 Facebook brand pages representing 18 industries using text mining.•Examining the effects of three brand post linguistic styles, namely, emotionality, complexity, and informality, on consumer engagement.•Linguistic styles of brand posts impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment).•Deepen our understanding of the role that language plays in brand-consumer communications on social media.

论文关键词：Consumer engagement,E-commerce,Brand communication,Online communities,Social media,Business analytics

论文评审过程：Received 23 July 2020, Revised 18 May 2021, Accepted 20 May 2021, Available online 12 June 2021, Version of Record 24 June 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101068