Fact or cap? How the use of slang in advertisements affects perceived brand authenticity, brand attitude, and purchase intention.
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2026-01-05
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en
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This thesis investigates the effect of slang usage in advertising on consumers’ perception of brand authenticity, brand attitude, and purchase intention within social media contexts. With the increasing use of informal language, especially among Generation Z, this study examines whether the use of slang increases or decreases brand credibility. An experimental 2x2 design manipulates linguistic style (slang vs. Dutch standard language) and message source (fictional brand vs. fictional influencer) in an Instagram post promoting alcohol-free beer. Despite previous research stating that slang may damage perceived brand authenticity, the findings of this study do not indicate a significant main effect of language style or message source on consumer responses. Combined with previous research, the findings of this study stress the complex nature of linguistic styles in digital marketing and suggest that their impact should be taken into account when creating social media campaigns.
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Faculteit der Letteren