Modele lingvistice în comunicarea de marketing în mediul online
Linguistic patterns in online marketing communications

Summary/Abstract: This paper aims to examine linguistic patterns in online marketing communications and observe if subtle wording changes may affect consumers' perception of a brand. The choice of words, images, or sounds in any marketing message depends directly on what the marketing professional aims to achieve. Thus, language use stands for an important component of the marketing message and may decide on consumer's less or more favorable response. Therefore, we have analyzed language use and variation in online marketing messages and tried to identify possible linguistic patterns meant to shape audience's evaluation of a particular brand or produce more positive attitudes among consumers.

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