Manuchehr Naderi Varandi; Vida Shaghaghi; Pantea Foroudi; Shahla Raghibdoust; Mohamadtaghi Taghavifard
Abstract
AbstractThe purpose of this study is to find out the role of textual paralinguistic features with an emphasis on letter repetition in social media and the possibility of using these features in advertising and social media marketing. Finding the role of letter repetition with a paralinguistic function ...
Read More
AbstractThe purpose of this study is to find out the role of textual paralinguistic features with an emphasis on letter repetition in social media and the possibility of using these features in advertising and social media marketing. Finding the role of letter repetition with a paralinguistic function can help companies select the most repeated letters in words chosen especially for devising brand names and the most effective sentences henceforth regarding the appropriate contexts. Context has been emphasized for showing the gender, age, and feelings of language users from a sociolinguistic aspect and has taken special attention in interactional sociolinguistics in recent years. The role of letter repetition as a paralinguistic element in advertising contexts with a focus on the effect of this factor on the audience in social media discourse has not been studied in the Persian language. For this purpose, in order to find the frequency of the most repeated letters in Persian language social media discourse, Instagram and Telegram were selected for data mining and the five most repeated letters were identified and selected for further study through three research focusing on the following variables: 1. The use of letter repetition as a paralinguistic factor in social media 2. The use of letter repetition in advertising brand names in social media 3. The pronounceability of brand names and sentential advertisements in social media regarding the paralinguistic use of the five most repeated letters in the written discourse of the Persian language social media. The design of the study was mixed and the research was applied and descriptive of a content analysis type. The population was both male and female subjects with an age range of ten to eighty. In doing the research, both qualitative and quantitative data were used and some phases were followed. First, the primary data were gathered in social media by data-mining through web crawling in Python software. The software was applied to mine the most frequent letters in the Persian language used in written social media discourse and the number of their repetitions. The results of this part were used for designing questionnaires in the second phase of the research. The purpose of the first phase was to find the pattern in the use of letters applied by Iranians in social media. For the validation of the data during this phase, a questionnaire was devised and distributed among the students at the universities in Tehran and their families. In this way, the hypothesis regarding the most repeated letters and their use in social media proposed in the first research question was tested. Moreover, the pronounceability quality of the words with repeated letters was also studied and the use of letters in words in case of being beautifully pronounceable at sentential level was verified for use in advertising and brand names. In the second phase, two questionnaires were devised and distributed among 1508 people in order to assess the relationship of the use of the paralinguistic feature of letter repetition with brand names and the design of sentences in advertisements for marketing purposes. Twenty sentences with some words containing repeated letters were designed to test the pronounceability variable in the questionnaires. Cronbach’s alpha coefficient was used to determine the reliability of the questionnaires and to determine the face and content validity, the corrective comments of experts were applied. The results of the first and second phases of research showed that the highly frequent letters of alif [ɑ] (not the glottal stop), v, y, kh [x] and r are advised to be used for devising brand names regarding the pronounceability factor for marketing purposes. The findings of this research can be used for social media marketing, devising brand names, and advertising written sentences. The use of emojis, punctuation marks, esoteric marks, and other textual features is proposed for future research. The cultural perspective of consumers is a factor that cannot be ignored and the use of paralinguistic elements in different societies and cultures can be of special importance in this regard. Due to the importance of neurology in discourse studies, good research topics can be proposed for finding the role of letter repetition and other paralinguistic features in marketing from a neurolinguistic window, too.Keywords: Textual Paralanguage, Letter Repetition, Social Media, Marketing, Brand Names, Crawling.
Hojat Vahdati; Mohammad Hakkak; zahra hasnvand
Abstract
The production, distribution, and consumption of deceptive and non-deceptive fake products, of reputable brands is one of the global trends which is expanding alarmingly. Unfortunately, the fake products by reputable brands are known as an alternative for original products and encourage consumers ...
Read More
The production, distribution, and consumption of deceptive and non-deceptive fake products, of reputable brands is one of the global trends which is expanding alarmingly. Unfortunately, the fake products by reputable brands are known as an alternative for original products and encourage consumers to purchase such products. Since different variables affect the purchase intention of fake brands, this study investigated the effect of social media on the purchase intention of fake brands. This study was applied in terms of objective and descriptive-survey in terms of nature. The statistical population included all consumers (users) of fake products living in Khorramabad. Of this population, a sample of 384 subjects was selected using the Cochran formula to answer the questionnaire. In addition, the hypotheses were tested using the structural equation technique and PLS software Finally, it was approved that social media had no direct affect the purchase intention of fake brands but had a significant positive effect on purchase intention indirectly (through attitude and lifestyle).
Abdolhosein Kalantari; Abbas Ghanbari Baghestan
Abstract
“Social Media” has emerged as new phenomenon in the scope of research and academia since 2005. Using Meta-Analysis (Scientometrics Approach) as a research method, the purpose of this study was to review over the past trends of Research & Development (R&D) in the area of “social ...
Read More
“Social Media” has emerged as new phenomenon in the scope of research and academia since 2005. Using Meta-Analysis (Scientometrics Approach) as a research method, the purpose of this study was to review over the past trends of Research & Development (R&D) in the area of “social Media”.The population of this study was all scientific documents indexed in Web of Science (WoS) databases from 1970 until June 2019 with the keyword of “Social Media” as a subject (all together 40,471 documents with “Social Media” as a subject and 15,038 documents with Social Media” in the Titles). To find out the conceptual transformation, all collected documents have been divided into three categories based on their frequency: 1-from 2005 to 2011, 2- from 2012 to 2015 and 3- from 2016-2019. The “theme analysis” of the documents in this study shows that a significant conceptual transformation can be highlight in R&D from 2005 to 2019 in the area of “Social Media”. in addition, even though US, UK, China and other western countries were the first nations who start R&D in the area of “Social Media”, it was noted that especially after 2015, many new and emerging countries like Malaysia, Qatar, Jordan, U.A.E., Pakistan, Kazakhstan and etc. in the developing countries also came to the picture in establishing international R&D networks to also contribute to the body of knowledge in this area.
