Purpose

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

Findings

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

Originality/value

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

中文翻译：

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Facebook广告中使用网民语言代码切换的广告传播效果

目的

网民是指互联网公民，而代码转换是指使用一种以上的语言、风格或表达方式进行交流。本研究探讨了在 Facebook 广告中使用网民语言代码切换的广告传播效果。此外，如果一个品牌具有负面品牌形象，则以正面品牌形象为对照组，本研究不仅考察了网民语言代码转换的广告传播效果，还考察了其对负面品牌形象的补救效果。

设计/方法/方法

进行了在线实验，并使用独立样本t检验、MANOVA 和 ANOVA 分析数据。

发现

结果表明，网民语言代码切换可以增强Facebook广告中的广告传播效果。此外，在负面品牌形象下，网民语言代码转换对提高Facebook广告传播效果有显着影响。

原创性/价值

本研究以网民为研究对象，探讨Facebook广告中网民语言代码切换的广告传播效果。本研究进一步洞察了网民文化对Facebook广告的影响，丰富了现有的社交媒体广告文献，扩大了代码转换的应用。本研究的结果为企业提供了 Facebook 广告文案内容设计的新视角。