The growing availability of large-scale digital data and advanced analytical tools enables consumer researchers to investigate brand language with unprecedented depth and precision. While the study of brand language has long been a central focus in marketing research, there is growing interest in how brands communicate in the specific context of social media and how this language shapes consumer responses. This article presents the first systematic review of academic research on brand language on social media, identifying 51 peer-reviewed articles published between 2016 and 2024. The review has two primary theoretical objectives. First, to synthesize existing findings and offer a comprehensive overview of the linguistic strategies brands use to engage and persuade consumers on social media platforms Second, to identify gaps in the literature and outline promising avenues for future research. Specifically, the review uncovers seven key content dimensions (textual cue, linguistic component, focal language, brand type, modality, empirical approach, and outcome) which serve as an organizing framework for the existing studies. In addition to contributing to the marketing and consumer behavior literature, this research offers actionable insights for practitioners seeking to craft effective marketing messages on social media.
Matilde Rapezzi (2026) studied this question.