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Measuring Internet Slang Style in the Marketing Context: Scale Development and Validation
Shixiong Liu1, Yi Wu2, Wu Gong1
1Department of Marketing, College of Management, Shenzhen University, Shenzhen, China.
Frontiers in Psychology
|February 4, 2022
Summary
This study introduces "Internet slang style," a new way to measure how slang affects marketing. It found slang dimensions influence brand personality but not brand attitude.
Area of Science:
- Marketing
- Linguistics
- Consumer Psychology
Background:
- Internet slang is increasingly used in marketing, but its unique features are underexplored.
- Existing research lacks a framework to analyze Internet slang's distinct communication characteristics.
Purpose of the Study:
- To conceptualize and measure "Internet slang style" in marketing.
- To develop and validate a scale for assessing Internet slang's dimensions.
- To investigate the impact of Internet slang style on brand personality and attitude.
Main Methods:
- Conceptualization based on schema and communication style theories.
- Scale development through interviews, surveys, and an experiment.
- Analysis of Internet slang style's effect on brand perception.
Main Results:
- A multi-dimensional "Internet slang style" construct was developed and validated.
- Specific dimensions of Internet slang style positively correlate with brand personality traits.
- No significant impact of Internet slang style dimensions on overall brand attitude was found.
Conclusions:
- The validated scale offers a practical tool for marketers to evaluate Internet slang usage.
- Understanding Internet slang's impact on brand personality is crucial for effective marketing communication.
- Further research may explore nuances of slang's influence beyond brand attitude.
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