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Project: Normativity or creativity? The use and perception of substandard language features in online consumer and corporate comments on social media

2018-10-01 – 2022-09-30

Abstract

Via corpus-based analysis and experimental research we investigate the presence and impact of substandard language characteristics (old and new vernaculars) in public positive and negative consumer comments and company responses on social media. We also investigate the effect of company accommodation in these contexts, taking into account the polarity of the message and the actual language characteristics.