Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions
通过文献综述和感知实验，系统梳理了在线品牌信息中用于营造对话式人声的语言元素（如个性化、非正式用语、邀请式修辞），并检验了这些元素如何影响消费者对品牌信息的感知。
The conversational human voice (CHV) is an extensively studied and adopted communication style in online brand communication. However, in previous research the way in which CHV is operationalized differs considerably: the type and the number of linguistic elements used to establish a sense of CHV in online brand messages varies. Moreover, it is still unknown how CHV operationalizations contribute to consumers’ perceptions of CHV, which consequently could affect their evaluation regarding the message and the brand. In this paper, we addressed these issues by conducting an integrative literature review and a perception experiment, and consequently present a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric that can be used to operationalize CHV systematically in future studies in online brand communication. Directions for future research and managerial implications are discussed.