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The advertising communication effectiveness of using netizen language code-switching in Facebook ads

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Published in:Internet Research vol. 31, no. 5 (2021), p. 1940-1962
Main Author: Ying-Feng, Kuo
Other Authors: Jian-Ren Hou, Yun-Hsi Hsieh
Published:
Emerald Group Publishing Limited
Subjects:
Meta Platforms Inc Facebook Inc
Language
Brand image
Marketing
Images
Internet
Advertising
Social networks
Communication
Bilingualism
Imagery
Research subjects
Experiments
Online advertising
Advertisements
Organizational effectiveness
Computer mediated communication
Social media
Variance analysis
Code switching
Brands
Mass media
Effectiveness
Literature Reviews
Language Usage
Control Groups
Communication (Thought Transfer)
Language Variation
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Abstract:PurposeNetizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.Design/methodology/approachOnline experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.FindingsThe results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.Originality/valueThis study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.
ISSN:1066-2243
2054-5657
1051-4805
DOI:10.1108/INTR-04-2020-0231
Source:ABI/INFORM Global