When we use language to communicate, we must choose what to say, what not to say, and
how to say it. That is, we must decide how to frame the message. These linguistic choices …

From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …

In service settings, chatbots frequently are associated with substandard care,
depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (ie, the …

Emojis, or pictographs that supplement or replace written language, have become
ubiquitous in contemporary communication, including emoji marketing. Drawing on insights …

The academic study of grammatical voice (eg, active and passive voice) has a long history in
the social sciences. It has been examined in relation to psychological distance, attribution …

Brand prominence is a persuasive content feature of social media advertisements (SMA).
Drawing on communication and persuasion theory, our research explores the effect of brand …

From marketers and consumers to leaders and health officials, everyone wants to increase
their communications' impact. But why are some communications more impactful? While …

How can marketers increase social media engagement? This research argues that a simple
adjustment to the language used in brand messaging can help. Specifically, that marketers …

Purpose Given resource constraints such as time and staffing, hotels cannot respond to all
negative online reviews (NORs). Therefore, this study investigates (1) what types of NORs …

In three studies, we investigated the role of linguistic features characterizing texts aiming to
mobilize others. In Study 1 (N= 728), participants produced a leaflet either mobilizing others …