Paragraphemes in texts of marketing communications at digital age. Creolisation and paralinguistic features on example of brands' language in Telegram messenger

The article explores the use of neologisms in brand communications within the framework of Internet discourse, focusing on their argot character and their role in the formation of associative links with the audience. The lexical innovations that become a tool for creating subcultural communities of consumers that strengthen their loyalty to the brand are analysed. The research is based on empirical data obtained in the course of the content analysis of messages in the Telegram messenger, as well as on the questionnaire survey of 148 respondents interacting with such brands as Sber, MTS, and Megafon. The results of the study demonstrate that the use of neologisms in the digital environment contributes to audience stratification and enables brands to adapt the language of communication to the values and expectations of target groups. A special attention is paid to the role of borrowings, word formation mechanisms, and semantic derivation, which create a unique lexical image of brands. The conclusion is made about the importance of argotic neologisms as a tool of personalisation of communication, forming a unique style of interaction with consumers and strengthening the positioning of brands in the competitive environment.