What question did this study set out to answer?

This paper aims to explore how the use of local terminology in social media marketing influences consumer purchase behavior.

January 29, 2024Open Access

Brand Linguistics: The Influence of Using Local Terminology Through Social Media in Marketing Products on Customers' Purchase Behavior

Puntos clave

This paper aims to explore how the use of local terminology in social media marketing influences consumer purchase behavior.
Quantitative methodology through a survey of 464 consumers in Jordan
Assessment of factors like slang, traditional phrases, local names, and cultural references
Analysis of the impact on purchase behavior using statistical techniques.
Employing local linguistics positively influenced purchase behavior by evoking familiarity and cultural pride.
Cultural semantics explained 63% of variance in purchase behavior.
Findings indicate that strategic use of local terminology can foster emotional connections with consumers.

Resumen

This paper examines the influence of employing local words and references in brand linguistics through social media marketing on purchase behavior.The topic is interesting and relevant given the growing importance of social media and online marketing.While prior research has explored emotional marketing appeals more broadly, there is limited evidence on the specific use of local terminology in branding and its effects on consumer purchase decisions, representing a gap this study aims to address.The paper adopts a quantitative methodology, using a survey of 464 consumers in Jordan to assess the impact of factors like use of slang, traditional phrases, local names, cultural references and festivals in marketing on purchase behavior.The results indicate that employing local linguistics can positively influence purchase behavior by evoking familiarity, authenticity, and cultural pride.In particular, utilizing cultural semantics in branding had the strongest effect, explaining 63% of variance in purchase behavior.Overall, this study provides useful insights on how strategic use of local terminology in social media marketing can foster emotional connections with consumers and positively shape buying decisions.The paper is well-written and structured.Addressing some additional suggestions around the literature review, methods, and discussion would help strengthen the analysis and potential for publication.

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