A REACTION PAPER ON THE IMPACT OF LANGUAGE CERTAINTY ON USER

ENGAGEMENT IN SOCIAL MEDIA MARKETING

Teodoro, Abegail G.
MAT-English 1

Introduction
Digital communication, in its ever-evolving landscape, has thrust the
complex interrelationship between language and user engagement in social media
into the forefront of contemporary research. In an era where online interactions
shape our digital experiences, understanding the nuanced impact of language
becomes not only a scholarly pursuit but also a practical necessity for those
navigating the ever-changing terrain of social media platforms.
In connection, crafting messages with certainty is a pivotal aspect of brand
communication on social media platforms. As firms increasingly shift their focus
from traditional marketing channels to digital avenues, understanding how
language certainty influences user engagement becomes imperative (Batra & Keller,
2016). Social media platforms, designed to actively engage users, offer brands a
unique opportunity to elicit responses and shape consumer perceptions (Hollebeek,
Glynn, & Brodie, 2014). Despite these opportunities, engaging consumers on social
media remains a persistent challenge (CMOsurvey.org, 2016; Content Marketing
Institute, 2016).
Content of brand messages on social media plays a crucial role in influencing
consumer engagement (Hollebeek & Macky, 2019; Lee, Hosanagar, & Nair, 2018).
The research entitled, Certainty in Language Increases Consumer Engagement on
social media addressed the gap in understanding how brand messages can be
optimized for enhanced engagement by focusing on a specific, theoretically
grounded approach: the use of language certainty. Drawing from psycholinguistics
insights, which suggest that certainty expressions convey perceptions of power
(Adkins & Brashers, 1995; Han & Lind, 2017; Hart & Childers, 2004), this study
explored how incorporating certainty-related language in social media messages
influences consumer perceptions of brand power and subsequently enhances user
engagement.
The dynamics of communication between brands and consumers have
experienced a paradigm shift with the rise of social media, emerging as a pivotal
marketing platform. Platforms like Facebook, Instagram, and Twitter serve as
regular arenas for brands to share content, while consumers actively participate
through actions like liking, sharing, or commenting on posts. For social media
marketers, enhancing consumer engagement is paramount due to its role in
fostering social contagion effects and contributing to heightened brand awareness,
preference, and consideration, as well as increased brand equity and overall
performance (Martínez-López et al., 2017; Coursaris et al., 2016b; Cruz et al., 2017;
de Vries et al., 2017; Hutter et al., 2013; Wagner et al., 2017; Kumar et al., 2016).
Despite the potential, statistics reveal a challenge, with only a small percentage of
brand followers on platforms like Facebook actively engaging (eMarketer, 2015; Lee
et al., 2018). This challenge has prompted social media marketers to strive for the
creation of brand posts that effectively stimulate consumer engagement (Ashley
and Tuten, 2015; Cambra-Fierro et al., 2019).
While previous research has delved into aspects such as post content and
frequency, a notable gap exists in understanding the impact of brand language on
consumer engagement (Cvijikj and Michahelles, 2013; de Vries et al., 2012; Kim et
al., 2015; Luarn et al., 2015; Wagner et al., 2017). Brand language, functioning as
the primary medium for conveying meaning, holds significant sway over
consumers' perceptions, memories, attitudes, and behaviors. In the realm of social
media, where communication relies predominantly on language, the choice of
words in brand posts becomes a critical factor influencing consumer perceptions
and subsequent engagement behaviors (Carnevale et al., 2017; Jakic et al., 2017).
By analyzing social media Facebook and Twitter messages from well-known
brands and conducting controlled experiments, findings on the study revealed a
positive association between the use of language certainty and increased consumer
engagement with the brand. Importantly, this impact is contingent on consumers'
power distance beliefs, offering nuanced insights into the interplay between
language, cultural dimensions, and user engagement.
In the evolving landscape of digital communication, the intersection of
language and user engagement on social media has emerged as a focal point in
contemporary research. With marketing executives increasingly allocating
substantial budgets to social media, anticipating a rise from 12% to 20.5% between
2018 and 2023, understanding the dynamics that drive consumer engagement on
these platforms becomes imperative (CMOsurvey.org, 2016). The popularity of
social media is attributed to the growing time consumers spend on these platforms,
the ability to target specific audience segments, and the cost-effectiveness
compared to traditional marketing channels (Arenas-Gaitán, Rondan-Cataluña, &
Ramírez-Correa, 2018; Moe & Ratchford, 2018; Wang & Kim, 2017).
Consumer engagement on social media, defined by interactions between
consumers and brands, holds strategic significance for firms, influencing brand
referrals, sales, and overall profitability (Mochon et al., 2018; Nambisan & Baron,
2007; Sawhney et al., 2005). Recent research has explored various factors
contributing to consumer engagement, such as expressive and informative
messages, humor, emotion, and the use of second-person pronouns (Ordenes et
al., 2018; Lee et al., 2018; Cruz et al., 2017). This literature review extends the
discourse by delving into the role of certainty in brand messages on social media.
 Certainty, defined as the state of complete confidence or absence of doubt, is
examined in terms of the specific words expressing conviction, totality, and
permanence. A validated dictionary of words conveying certainty has been
identified, with previous research indicating a positive relationship between
expressing certainty and persuasion. Moreover, certainty is associated with
reduced risk perceptions. The use of language conveying certainty also imparts a
sense of power to the communicator, characterized by asymmetric control over
valuable resources and outcomes.
This literature review posits that creating a sense of power through words
expressing certainty on social media has the potential to stimulate consumer
engagement. The inference is drawn from consumers' attraction to powerful
individuals and brands and suggests that brands strategically utilize certain
language to project power, dominance, and control, enhancing their appeal. The
review introduces two key hypotheses related to the impact of certainty on
consumer engagement and the mediating role of perceived brand power.
Additionally, it introduces the moderating factor of cultural power distance,
suggesting that consumers with higher power distance beliefs may amplify the
effect of certainty on engagement through their perceptions of brand power. This
comprehensive theoretical framework aims to unravel the intricate dynamics
between language, power, and consumer engagement on social media platforms.
Purpose of the Reaction Paper:
Certainty in language increases consumer engagement on social media,
serves the overarching purpose of critically engaging with and evaluating its key
findings, theoretical foundations, and practical implications. The primary objective
is to contribute to a more profound understanding of the complex dynamics
between language, power, and consumer engagement within the realm of social
media platforms. This involves a rigorous evaluation of the theoretical framework,
specifically the integration of psycholinguistics principles and the concept of power
distance beliefs.
Additionally, the methodology employed in collecting and analyzing social
media messages, as well as the design of controlled experiments, will be scrutinized
to assess its soundness. Practical implications outlined for marketers and brands
will be interrogated for feasibility and real-world applicability, while considerations
regarding the generalizability and external validity of the study's findings will be
explored. Identifying areas for further research and proposing potential
applications for professionals in the marketing domain are also crucial objectives.
The reaction aims to offer constructive critique on methodological choices,
theoretical assumptions, and any acknowledged limitations.
Ultimately, by fulfilling these objectives, the reaction seeks to contribute
meaningfully to the ongoing scholarly dialogue on the intersection of language,
power, and consumer engagement in the digital age, encouraging further
exploration in the field of digital communication and marketing.
Summary of the Literature Review:
This delves into the evolving landscape of digital marketing, particularly the
increasing shift of marketing budgets toward social media platforms. The surge in
social media expenditure is attributed to consumers spending more time on these
platforms, the ability to target specific audience segments effectively, and the cost-
effectiveness compared to traditional marketing channels. The focus on consumer
engagement on social media is highlighted, emphasizing its crucial role in yielding
significant marketing outcomes such as brand referrals, sales, and profit.
The review outlines recent research on content design for consumer
engagement on social media, including factors such as expressiveness, objectivity,
humor, emotion, and the use of second-person pronouns. It further extends this
discourse by introducing the concept of certainty in language, defined as the state
of complete confidence or absence of doubt. The study identifies a dictionary of 113
words expressing certainty, linking them to notions of totality, conviction, and
permanence. Drawing from psycholinguistics insights, the paper asserts that using
language conveying certainty not only influences consumer engagement positively
but also imparts a sense of power to the communicator.
The discussion integrates the psychological consequences of power,
emphasizing that powerful individuals are more influenced by their internal states,
leading to higher confidence in their opinions and less concern for contradictory
views. The literature suggests that expressing certainty on social media can create
a sense of power, attracting consumers to brands and messages. Three hypotheses
are presented: higher certainty in brand messages increases consumer
engagement, this effect is mediated by perceived brand power, and the impact is
moderated by consumers' power distance beliefs. The conceptual model illustrates
the interplay between certainty, brand power, and consumer engagement,
proposing that consumers with higher power distance beliefs are more likely to
engage with certain language, amplifying the indirect effect on engagement through
perceived brand power.
Reaction:
The paper intricately explores the relationship between language, consumer
engagement, and brand communication on social media platforms, providing
valuable insights for scholars and practitioners navigating the dynamic landscape
of digital communication. By addressing a critical gap in existing literature
regarding the impact of brand language, particularly language certainty, on
consumer engagement, the paper establishes its relevance in the context of
contemporary marketing's digital transformation.
 Theoretical foundations are robust, with a skillful integration of
psycholinguistic principles to define and measure language certainty. The
identification of a validated dictionary of words expressing certainty forms a solid
basis for the subsequent analysis, enriching the theoretical framework.
Additionally, the paper introduces power distance beliefs as a moderating factor,
acknowledging cultural dimensions and contributing to a more comprehensive
understanding of the language-engagement dynamic.
Key contributions include the nuanced insights into user engagement,
drawing from social media messages and controlled experiments. The positive
association between language certainty and increased consumer engagement,
coupled with considerations of consumers' power distance beliefs, adds depth to
the understanding of the cultural influences on language perception and
engagement.
Practical implications highlight the strategic importance of brand language
in social media communication. Marketers are encouraged to incorporate certain
language strategically to enhance consumer engagement, contributing to social
contagion effects and overall brand performance. The paper underscores the need
for cultural sensitivity in brand communication, urging marketers to tailor
language strategies based on cultural nuances.
Furthermore, the paper suggests potential areas for further research, such
as exploring the long-term impact of language certainty on brand loyalty and
advocacy. Additionally, a cross-cultural analysis could delve into variations in the
impact of language certainty on engagement across diverse cultural contexts,
enhancing the generalizability of the findings.
In conclusion, this paper significantly contributes to the understanding of
language dynamics in social media marketing. Its theoretical grounding, practical
implications, and incorporation of cultural dimensions position it as a valuable
resource, offering a comprehensive exploration of language, power, and consumer
engagement in the digital age.
Implications and Applications:
Strategic Communication on Social Media: The literature review suggests that
incorporating language certainty in brand messages can strategically enhance
consumer engagement on social media. Brands should recognize the potential
impact of linguistic choices on consumer perceptions and consider integrating
certainty-related language in their communication strategies.
Psychological Influence of Language: Understanding the psychological implications
of language certainty is crucial. Marketers should leverage words that convey
totality, conviction, and permanence to create a sense of power and confidence.
This can contribute to shaping consumer attitudes, preferences, and behaviors on
social media platforms.
Resource Allocation: With the increasing trend of allocating marketing budgets to
social media, marketers should carefully consider the linguistic elements of their
content. Investments in crafting messages that express certainty may yield positive
returns in terms of enhanced consumer engagement, brand awareness, and overall
performance.
Cultural Sensitivity: The review introduces the concept of power distance beliefs
as a moderator in the relationship between language certainty, perceived brand
power, and consumer engagement. Brands operating in diverse cultural contexts
should be mindful of these variations and tailor their communication strategies
accordingly.
Content Creation Guidelines: Brands can develop content creation guidelines
that emphasize the use of words expressing certainty. This can be integrated into
social media marketing strategies to enhance the effectiveness of brand messages
and stimulate consumer engagement.
Social Media Training: Marketing teams can undergo training programs to
understand the psychological nuances of language certainty and its impact on
consumer behavior. This knowledge can empower marketers to craft messages that
resonate with the target audience and drive engagement.
Data Analytics: Utilizing data analytics tools, brands can analyze the performance
of social media content with varying levels of language certainty. By tracking
engagement metrics, marketers can refine their content strategies, focusing on
linguistic elements that consistently resonate with their audience.
Cross-Cultural Adaptation: For brands operating in global markets,
understanding cultural variations in power distance beliefs is essential. Tailoring
language certainty in brand messages to align with cultural preferences can
enhance cross-cultural effectiveness and engagement.
In summary, the implications and applications of this literature review
extend to strategic communication, psychological insights into language use,
efficient resource allocation, cultural sensitivity, and practical guidelines for
content creation and training programs. Brands that effectively integrate these
considerations into their social media marketing efforts are likely to achieve
heightened consumer engagement and positive brand outcomes.
Conclusion:
In conclusion, the extensive literature review sheds light on the intricate
dynamics between language certainty, brand messages, and consumer engagement
within the realm of social media platforms. As marketing executives increasingly
allocate substantial budgets to social media, recognizing the evolving landscape
and strategic significance of effective communication becomes paramount. The
persistent challenge of engaging consumers on these platforms, despite their
popularity, underscores the need for innovative approaches, and the study
introduces language certainty as a pivotal aspect of brand communication.
The exploration of language certainty, defined as the state of complete
confidence or absence of doubt, reveals a nuanced perspective on how specific
words expressing conviction, totality, and permanence can shape consumer
perceptions and behaviors. The study emphasizes the potential impact of certainty
in reducing risk perceptions and associating communicators with a sense of power.
Importantly, the literature review introduces a validated dictionary of words
expressing certainty, providing marketers with a practical tool to enhance their
content creation strategies.
From an application standpoint, the review suggests that marketers should
strategically incorporate language certainty into their social media messages,
recognizing the influential role of linguistic choices in shaping consumer attitudes.
The proposed content creation guidelines, emphasizing the use of certain words,
provide a tangible framework for brands seeking to optimize their communication
strategies. Furthermore, the consideration of cultural factors, particularly power
distance beliefs, introduces a layer of complexity, urging marketers to tailor their
approaches based on diverse cultural contexts.
The theoretical contributions and practical implications presented in the
literature review offer marketers valuable insights into the potential of language
certainty to stimulate consumer engagement on social media. By understanding
the psychological nuances associated with certainty and power, brands can
navigate the complexities of the digital landscape more effectively, fostering
meaningful connections with consumers. As the marketing landscape continues to
evolve, the study encourages a proactive and strategic approach to language use,
positioning language certainty as a key element in the arsenal of tools available to
social media marketers.
References:
Adkins M., Brashers D.E. The power of language in computer mediated
groups Management Communication Quarterly 8 3 1995 289–322
Barnes N.G., Kane A., Maloney K. The 2018 Fortune 500 Target Millennials and
Seek Uncensored Expression Retrieved on April 4, 2020 from
https://www.conference-board.org/blog/human-capital/Fortune-500-Target-
Millennials 2018
Batra R., Keller K.L. Integrating marketing communications: New findings, new
lessons, and new ideas Journal of Marketing 49 2 2016 122–145
Berger J., Humphreys A., Ludwig S., Moe W.W., Netzer O., Schweidel D.A. Uniting
the tribes: Using text for marketing insight Journal of Marketing 84 1 2019 1–25
Cruz R.E., Leonhardt J.M., Pezzuti T. Second person pronouns enhance consumer
involvement and brand attitude Journal of Interactive Marketing 39 2017 104–116
Cruz R.E., Leonhardt J.M., Pezzuti T. Second person pronouns enhance consumer
involvement and brand attitude Journal of Interactive Marketing 39 2017 104–116
Hollebeek L.D., Glynn M.S., Brodie R.J. Consumer brand engagement in social
media: Conceptualization, scale development, and validation Journal of Interactive
Marketing 28 2014 149–165
Hollebeek L.D., Macky K. Digital content marketing's role in fostering consumer
engagement, trust, and value: Framework, fundemental propositions, and
implications Journal of Interactive Marketing 45 2019 27–4
Lee D., Hosanagar K., Nair H.S. Advertising content and consumer engagement on
social media: Evidence from Facebook Management Science 64 11 2018 4,967–
5,460
Leek S., Houghton D., Canning L. Twitter and behavioral engagement in the
healthcare sector: An examination of product and service companies Industrial
Marketing Management 81 2019 115–129