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korean management review - Vol. 50, No. 2

[ Article ]
korean management review - Vol. 50, No. 2, pp.331-356
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2021
Received 21 Sep 2020 Revised 11 Nov 2020 Accepted 18 Nov 2020

Do the Linguistic Styles of Brand Messages Affect the Customer Engagement on Social Media?
Jungwon Lee ; Yunhye Lee ; Cheol Park
(First Author) Korea University (
(Co-Author) Korea University (
(Corresponding Author) Korea University (

소셜미디어 브랜드 메시지의 언어적 특성이 고객인게이지먼트에 미치는 영향

This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.


Social media is regarded as a means to increase customer engagement, and the use of social media to induce customer engagement is expanding as a major marketing trend of companies in recent years. According to the speech act theory, it is highly likely that not only the content is trying to convey, but also the communication method affects customer engagement. In this context, this study classified the combinations of various linguistic styles contained in the Twitter messages of global brands into classes, and analyzed the relationship between these classes and customer engagement. For empirical analysis, 17,621 tweet messages from six representative global brands were collected. And after analyzing linguistic characteristics using LIWC 2015, an automated text analysis program, we classified the linguistic style combinations of global brand tweet messages through the Latent Class Analysis method. Using Zero-Inflated Negative Binomial regression analysis, the relationship between the class and customer engagement classified through linguistic style combination was analyzed. As results, the linguistic style combinations of global brand tweet messages were divided into 4 classes, and it was found that there was a difference in customer engagement performance according to each class.

Keywords: Social Media, Brand Message, Customer Engagement, Linguistic Style

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∙The author Jungwon Lee is a Ph.D. Candidate of Corporate Management at Korea University and an Instructor at Hankuk University of Foreign Studies and Dankook University. He received his B.B.A in International Business from Chungbuk National University and M.S in e-business from Korea University. His research interests include digital marketing, social media, and he has published papers in Korean Management Review, Korean Marketing Review, Journal of IT Service, and Information Systems Research.

∙The author Yunhye Lee is a Ph.D. Candidate of Corporate Management at Korea University. She received her B.B.A in Tourism Management from Cheongju University and M.B.A in Management information from Korea University. Her research interests include social media marketing, service marketing, consumer behavior, and she has published papers in Journal of Tourism Management Research, The Academy of Customer Satisfaction Management, and The Journal of Internet Electronic Commerce Research.

∙The author Cheol Park is a Professor at College of Global Business, Korea University. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include marketing and consumer behaviors in digital environment. He has published papers in influential journals such as International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research.