Effects of using internet slang versus standard language in ads on brand attitude

Purpose This research aims to investigate the effects of ad language type (Internet slang vs standard language) on brand attitude and its underlying psychological mechanisms. It also examines the moderating roles of consumer value consciousness and endorser type (celebrity vs non-celebrity vs famous cartoon spokesperson vs non-famous cartoon spokesperson) on the effects of ad language type on brand attitude. Design/methodology/approach Drawn from the marked model and elaboration likelihood model, this research used six experimental studies to test the hypotheses. Findings Findings indicate that ads using Internet slang, compared with those using standard language, elicit a more favorable brand attitude. This effect is sequentially mediated by perceived ad innovativeness and perceived brand innovativeness. Moreover, consumer value consciousness moderates the relationship between ad language type (Internet slang vs standard language) and brand attitude. No significant interaction effect on brand attitude was observed between endorser type and ad language type. Practical implications Using Internet slang in ads can enhance perceived brand innovativeness, fostering positive brand attitudes. Originality/value This research contributes to the literature on Internet slang by assessing its effects on brand attitude, extending its scope beyond traditional linguistic analyses. It also advances the literature on Internet slang by investigating the psychological processes that mediate the effect of using Internet slang in ads on consumer brand attitudes. More importantly, this research provides the first evidence for examining the moderating role of consumer value consciousness in the proposed relationship.