“Silence, brand”: Aftermath of language style overconvergence in digital marketing

• Main Author: Tan, Derrick Lin Kang
• Format: Final Year Project / Dissertation / Thesis
• Published: 2024
• Subjects: H Social Sciences (General); HT Communities. Classes. Races; L Education (General); T Technology (General)
• Online Access: http://eprints.utar.edu.my/6504/1/2002767_FYP.pdf; http://eprints.utar.edu.my/6504/

This research focuses on investigating language overconvergence and its effects on the perception of target audiences on the promoted brands and products in the field of digital marketing. The study proposes the communication accommodation theory (CAT) as a framework to analyse the instances of fail...