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“Silence, brand”: Aftermath of language style overconvergence in digital marketing

This research focuses on investigating language overconvergence and its effects on the perception of target audiences on the promoted brands and products in the field of digital marketing. The study proposes the communication accommodation theory (CAT) as a framework to analyse the instances of fail...

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Main Author: Tan, Derrick Lin Kang
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
H Social Sciences (General)
HT Communities. Classes. Races
L Education (General)
T Technology (General)
Online Access:http://eprints.utar.edu.my/6504/1/2002767_FYP.pdf
http://eprints.utar.edu.my/6504/
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id my-utar-eprints.6504
record_format eprints
spelling my-utar-eprints.65042024-08-07T07:50:40Z “Silence, brand”: Aftermath of language style overconvergence in digital marketing Tan, Derrick Lin Kang H Social Sciences (General) HT Communities. Classes. Races L Education (General) T Technology (General) This research focuses on investigating language overconvergence and its effects on the perception of target audiences on the promoted brands and products in the field of digital marketing. The study proposes the communication accommodation theory (CAT) as a framework to analyse the instances of failure involving the inappropriate adaptation of language styles for targeted audiences which caused significant public backlash. The research aims to identify the underlying factors of language overconvergence in digital marketing, and its defining characteristics. The study is significant as it could help marketers avoid overconvergence by identifying the characteristics and factors that contribute to it, and ultimately create better marketing strategies and avoid potential failure and backlash, resulting in the damaged reputation of the marketing organization. The study conducted a quantitative study, surveying Malaysian Gen Z online users by presenting them case studies of overconvergence in digital marketing, and calculating the results through simple formulas to gauge the effects. Findings could help future studies to look into deeper detail to what extent these effects may manifest for different speech communities and languages. 2024-01 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6504/1/2002767_FYP.pdf Tan, Derrick Lin Kang (2024) “Silence, brand”: Aftermath of language style overconvergence in digital marketing. Final Year Project, UTAR. http://eprints.utar.edu.my/6504/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HT Communities. Classes. Races
L Education (General)
T Technology (General)
spellingShingle H Social Sciences (General)
HT Communities. Classes. Races
L Education (General)
T Technology (General)
Tan, Derrick Lin Kang
“Silence, brand”: Aftermath of language style overconvergence in digital marketing
description This research focuses on investigating language overconvergence and its effects on the perception of target audiences on the promoted brands and products in the field of digital marketing. The study proposes the communication accommodation theory (CAT) as a framework to analyse the instances of failure involving the inappropriate adaptation of language styles for targeted audiences which caused significant public backlash. The research aims to identify the underlying factors of language overconvergence in digital marketing, and its defining characteristics. The study is significant as it could help marketers avoid overconvergence by identifying the characteristics and factors that contribute to it, and ultimately create better marketing strategies and avoid potential failure and backlash, resulting in the damaged reputation of the marketing organization. The study conducted a quantitative study, surveying Malaysian Gen Z online users by presenting them case studies of overconvergence in digital marketing, and calculating the results through simple formulas to gauge the effects. Findings could help future studies to look into deeper detail to what extent these effects may manifest for different speech communities and languages.
format Final Year Project / Dissertation / Thesis
author Tan, Derrick Lin Kang
author_facet Tan, Derrick Lin Kang
author_sort Tan, Derrick Lin Kang
title “Silence, brand”: Aftermath of language style overconvergence in digital marketing
title_short “Silence, brand”: Aftermath of language style overconvergence in digital marketing
title_full “Silence, brand”: Aftermath of language style overconvergence in digital marketing
title_fullStr “Silence, brand”: Aftermath of language style overconvergence in digital marketing
title_full_unstemmed “Silence, brand”: Aftermath of language style overconvergence in digital marketing
title_sort “silence, brand”: aftermath of language style overconvergence in digital marketing
publishDate 2024
url http://eprints.utar.edu.my/6504/1/2002767_FYP.pdf
http://eprints.utar.edu.my/6504/
_version_ 1809054503948779520
score 13.211869

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