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Cited by 221Digital Communication and LanguageDigital Marketing and Social MediaMarketing and Advertising Strategies

Textual paralanguage and its implications for marketing communications

Open access
Luangrath, Andrea Webb, Peck, Joann, Barger, Victor A.·2017·Journal of Consumer Psychology
DOI 10.1016/j.jcps.2016.05.002
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Abstract

Abstract Both face‐to‐face communication and communication in online environments convey information beyond the actual verbal message. In a traditional face‐to‐face conversation, paralanguage, or the ancillary meaning‐ and emotion‐laden aspects of speech that are not actual verbal prose, gives contextual information that allows interactors to more appropriately understand the message being conveyed. In this paper, we conceptualize textual paralanguage (TPL), which we define as written manifestations of nonverbal audible, tactile, and visual elements that supplement or replace written language and that can be expressed through words, symbols, images, punctuation, demarcations, or any combination of these elements. We develop a typology of textual paralanguage using data from Twitter, Facebook, and Instagram. We present a conceptual framework of antecedents and consequences of brands' use of textual paralanguage. Implications for theory and practice are discussed.

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Authors
Luangrath, A. W., Peck, J., & Barger, V. A.
Affiliations
  • University of Iowa (US)
  • University of Wisconsin–Madison (US)
  • University of Wisconsin–Whitewater (US)
Corresponding author
Luangrath, Andrea Webb
ORCID
Venue
Journal of Consumer Psychology
Publisher
Wiley
Published
2016-05-17
Volume
27
Issue
1
Pages
98-107
ISSN
  • 1057-7408 (ISSN-L)
  • 1532-7663
DOI
10.1016/j.jcps.2016.05.002
OpenAlex
W2399247729
Cited by
221
References
59
Citations by year
2026: 16 · 2025: 30 · 2024: 25 · 2023: 30 · 2022: 42 · 2021: 26 · 2020: 17 · 2019: 15 · 2018: 11 · 2017: 6 · 2016: 2
FWCI
17.68
Type
journal article
Language
en
Open access
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Journal of Consumer Psychology (publishedVersion)
  • arXiv (Cornell University) (submittedVersion)
  • arXiv (Cornell University)
Topics
  • Physical Sciences › Computer Science › Human-Computer Interaction › Digital Communication and Language
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
paralinguistic features, nonverbal communication, marketing communication, brand communication, social media

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