EXPRESS: The Slang Paradox: Connecting or Disconnecting with Consumers?

Many brands use slang in their marketing communications to connect with consumers. However, through analyses of two Twitter datasets and four experiments, we find that the use of slang in marketing communications could have unintended negative consequences for brands. We theorize and demonstrate that slang use in marketing communications can be perceived as inauthentic because such messages violate consumer expectations, leading to less favorable brand perceptions. To refine our understanding, we test conditions under which slang use aligns more with consumer expectations and is therefore perceived as less inauthentic. Specifically, we find that source characteristics play an important role. First, we show that brand personality impacts this process: Consumers have less favorable attitudes when sincere brands use slang, but not when exciting brands use slang. Second, when influencers (instead of brands themselves) publish brand messages, the negative effect of slang disappears. In addition to contributing new theoretical insights, this research provides practical guidance on effective social media engagement strategies by identifying conditions when slang use is perceived as inappropriate or not in marketing communications.