TY - JOUR
T1 - The advertising communication effectiveness of using netizen language code-switching in Facebook ads
AU - Kuo, Ying Feng
AU - Hou, Jian Ren
AU - Hsieh, Yun Hsi
N1 - Funding Information:
This research is supported by the Ministry of Science and Technology (MOST 107-2410-H-390-011-MY2), Taiwan, and is partially supported by the Higher Education SPROUT Project and Center for Innovative FinTech Business Models of National Cheng Kung University, sponsored by the Ministry of Education, Taiwan. The authors also thank the Associate Editor and anonymous reviewers for their valuable comments and suggestions on the manuscript.
Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021/11
Y1 - 2021/11
N2 - Purpose: Netizens 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/approach: Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA. Findings: The 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/value: This 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.
AB - Purpose: Netizens 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/approach: Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA. Findings: The 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/value: This 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.
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U2 - 10.1108/INTR-04-2020-0231
DO - 10.1108/INTR-04-2020-0231
M3 - Article
AN - SCOPUS:85107478806
SN - 1066-2243
VL - 31
SP - 1940
EP - 1962
JO - Internet Research
JF - Internet Research
IS - 5
ER -