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The advertising communication effectiveness of using netizen language code-switching in Facebook ads

Ying-Feng Kuo (Information Management, National University of Kaohsiung, Kaohsiung City, Taiwan)
Jian-Ren Hou (Industrial and Information Management, National Cheng Kung University, Tainan City, Taiwan)
Yun-Hsi Hsieh (Information Management, National University of Kaohsiung, Kaohsiung City, Taiwan)

Internet Research

ISSN: 1066-2243

Article publication date: 7 June 2021

Issue publication date: 1 November 2021

1503

Abstract

Purpose

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

Findings

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

Originality/value

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

Keywords

Acknowledgements

This research is supported by the Ministry of Science and Technology (MOST 107-2410-H-390-011-MY2), Taiwan, and is partially supported by the Higher Education SPROUT Project and Center for Innovative FinTech Business Models of National Cheng Kung University, sponsored by the Ministry of Education, Taiwan. The authors also thank the Associate Editor and anonymous reviewers for their valuable comments and suggestions on the manuscript.

Citation

Kuo, Y.-F., Hou, J.-R. and Hsieh, Y.-H. (2021), "The advertising communication effectiveness of using netizen language code-switching in Facebook ads", Internet Research, Vol. 31 No. 5, pp. 1940-1962. https://doi.org/10.1108/INTR-04-2020-0231

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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