Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

Abstract

Enhancing consumer engagement with brand posts on social media is challenging to digital marketers. However, it is unclear what contents work better for which brand and in what way. This paper investigates the impacts of three brand post linguistic styles (i.e., emotionality, complexity, and informality) and finds that brand posts’ linguistic styles can impact consumer engagement. The findings improve our understanding of the role that language plays in brand communications on social media.