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The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone).

Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers.

When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem.

Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used.

The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

In the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a brand. This study aims to investigate the influence of pseudo-ownership advertising appeal on brand psychological ownership and consequent brand attitude, purchase intention and choice. This study also assessed the relative effectiveness of different types of possessive pronouns in different customer segments.

Four experiments, involving both students and non-students, were conducted to test the hypotheses. Experiments 1 and 2 investigated the effects of the first-person singular and plural possessive pronouns (“my” and “our”) on psychological ownership and on brand attitude, purchase intention and choice. Experiment 3 investigated the interacting effects of self-construal (independent vs interdependent) and possessive pronoun (singular vs plural) on psychological ownership and brand attitudes. Experiment 4 investigated the interacting effects of customer type (potential vs current) and possessive pronoun (first-person vs second-person) on psychological ownership and brand attitudes.

Pseudo-ownership advertising appeal resulted in the development of brand psychological ownership, as well as inducing favorable attitudes, purchase intentions and brand choice. Furthermore, consumers with interdependent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated plural possessive pronouns, and consumers with independent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated singular possessive pronouns. Potential consumers developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated second- vs first-person possessive pronouns, and current consumers developed the same psychological ownership for first- and second-person possessive pronouns.

Possessive pronouns used in advertising can enhance brand psychological ownership. Conditions that moderate the relative effectiveness of first- vs second-person and singular vs plural possessive pronouns on brand psychological ownership and consequential consumer responses can be identified. These findings extend research focusing solely on the self-referencing effects of second-pronoun use (“you”) in advertising on consumer attitudes and behaviors by paying attention to the “ownership” effects of possessive pronouns.

This corpus-based study provides a descriptive account of the distribution of the polysemous noun nafs in two Arabic varieties, Modern Standard Arabic (MSA) and Classical Arabic (CA). The research objective is to survey the use of nafs as a reflexive marker in local binding domains and as a self-intensifier in NP-adjoined positions.

The consulted corpora are Timespamped JSI Web corpus for MSA and Quran corpus for CA. While attending to corpora size differences, MSA and CA exhibit a pattern of difference and similarity in nafs diffusion.

In the modern variety, nafs is pervasively used as reflexive marker in canonical binding domains, along with a less frequent, yet notable, intensifier user, and these uses are partially and cautiously attributed to the specific genre in which they occur. In CA, nafs is mainly recurrent as a polysemous noun, along with extensive use as a reflexive marker in local binding settings. As an intensifier, nafs is totally non-existent in the CA corpus, in the same way as it is in absentia in VP-constituent extraction in MSA.

Examining whether nafs, as a reflexive marker, deviates from canonical binding in Arabic the way English reflexive pronouns do. Building a general account of this distribution is relevant in understanding the explicit (syntactic) and implicit (discourse-based) dimensions of reflexive marker and self-intensifier processing and interpretation in Arabic as a first and second language.

In this study of Korean and US negotiators, the authors aim to demonstrate limits on the presumption that inter‐cultural negotiations are doomed to generate low joint gains.

In a laboratory study with 45 bi‐cultural Korean students and 47 mono‐cultural American students, the authors created a total of 16 US‐US, 15 Korean‐Korean, and 15 US‐Korean dyads. The authors audio‐recorded their negotiation conversations and analyzed the content of the negotiation transcripts. The authors focused on the use of pronouns and coded how they were used and the impact this use had on the outcomes of the intra‐ and inter‐cultural negotiations.

Results show that inter‐cultural dyads generate higher joint gains than Korean or US intra‐cultural dyads. The explanation based on social awareness and social distance theorizing shows that inter‐cultural negotiators, one of whom is bi‐cultural, who use language, especially the pronoun “you” to close social distance, achieve higher joint gains than intra‐cultural negotiators who do not.

The authors conclude that the language people use in social interaction, especially pronouns, is an indicator of social awareness and signals attempts to close social distance.

This research demonstrates that the way negotiators use language predicts their economic outcomes.

The ongoing impact of COVID-19 and the subsequent perception of threat have shifted consumer perceptions and evaluations of service experiences. This paper aims to investigate how customers’ service evaluation is shared as customer reviews following the pandemic and the heightened perception of threat. In doing so, this research particularly investigates the shifts in the textual contents of online reviews.

This study used the textual contents in the online reviews posted on Hotels.com for 1,497 hotels in New York City for empirical analysis. In total, 109,190 observations were used for the analysis.

By analyzing actual online review data from an online review platform for hotel services, this study finds that the text reviews generated after the pandemic outbreak tend to contain words with stronger negative emotions. In terms of the pronoun choice, this study further finds that the use of “I” increases while the use of “we” decreases.

This research adds to the existing literature on service evaluation and online customer reviews by showing that there are shifts in the expressions used to communicate service evaluation through online text reviews, including the degree of emotionality and pronoun usage. Because potential customers are likely to rely on online reviews for their own decisions, the findings suggest that it is important for practitioners to be aware of such shifts and respond accordingly.

Adopting the split complementizer phrase (CP) hypothesis, the paper aims at providing an account for object cliticization in Standard Arabic (SA) as an instance of object displacement. Kayne's proposal on cliticization is adopted here to account for the type of displacement in SA that objects clitics in SA, like full determiner phrases (DPs), obligatorily move from their base position as independent complements of the verb to the specifier of Foc first before attaching to the verb under the tense node.

This research adopts a qualitative interpretive research design (Creswell, 2007, 2010). The majority of the samples chosen for the study involve dependent pronominal objects obligatorily attached to the verb. The samples were judged to be grammatical based on the author's judgment as an native speaker of Arabic. Moreover, all the examples were checked for grammaticality by two full professors of Arabic grammar who are native speakers.

The analysis proposed that, like lexical DP's, pronominal objects originate as separate maximal projection (XP) constituents and move from their base position as verbal complements to the focus position [Spec, Foc]. In other words, both are able to move out of VP, targeting the same specifier position of a functional projection. This movement is focus-driven, that is, triggered by the edge feature on Foc. Pronominal objects at a later phase crucially higher than V0 (possibly in phonetic form (PF)) get cliticized to the verb which has adjoined to T.

Unlike displaced lexical DP objects in SA syntax, displaced pronominal objects, however, have received less critical attention especially within Rizzi's (1997, 2004) left periphery theory and, therefore, some areas of these constructions remain poorly understood.

This study develops a computational method to investigate the predominant language styles in political discussions on Twitter and their connections with users' online characteristics.

This study gathers a large Twitter dataset comprising political discussions across various topics from general users. It utilizes an unsupervised machine learning algorithm with pre-defined language features to detect language styles in political discussions on Twitter. Furthermore, it employs a multinomial model to explore the relationships between language styles and users' online characteristics.

Through the analysis of over 700,000 political tweets, this study identifies six language styles: mobilizing, self-expressive, argumentative, narrative, analytic and informational. Furthermore, by investigating the covariation between language styles and users' online characteristics, such as social connections, expressive desires and gender, this study reveals a preference for an informational style and an aversion to an argumentative style in political discussions. It also uncovers gender differences in language styles, with women being more likely to belong to the mobilizing group but less likely to belong to the analytic and informational groups.

This study provides insights into the psychological mechanisms and social statuses of users who adopt particular language styles. It assists political communicators in understanding their audience and tailoring their language to suit specific contexts and communication objectives.

This study reveals gender differences in language styles, suggesting that women may have a heightened desire for social support in political discussions. It highlights that traditional gender disparities in politics might persist in online public spaces.

This study develops a computational methodology by combining cluster analysis with pre-defined linguistic features to categorize language styles. This approach integrates statistical algorithms with communication and linguistic theories, providing researchers with an unsupervised method for analyzing textual data. It focuses on detecting language styles rather than topics or themes in the text, complementing widely used text classification methods such as topic modeling. Additionally, this study explores the associations between language styles and the online characteristics of social media users in a political context.

Trans students at New College of Florida provide overwhelmingly positive assessments of their campus culture as related to issues of gender identity, a stark contrast to existing literature on gender-nonconforming collegians. This chapter examines the interactional processes that create a context supportive of all genders – the ways students are expected to act toward one another and how they hold each other accountable to these norms. I draw on interviews with 24 students with diverse identities to argue: (1) there is a trans-inclusive understanding of gender that is dominant on campus, (2) the students have norms that reflect the inclusive understanding and provide direction for when and how gender should enter interactions, and (3) swift responses to breaches of interactional norms serve to support gender-nonconforming students and affirm the identity of the community as unwilling to tolerate transphobia. This analysis demonstrates an alternative cultural context, one in which community members are held not to conventional expectations associated with assumed sex category, but to an understanding of gender that does not take identity for granted. In so doing, it highlights how shifts in shared understanding can create more inclusive interactional practices. Additionally, the focus on the meaning underlying social processes suggests that shifts in how people think about gender could similarly lead to alteration of organizational structures that would help trans students thrive.

This study aims to examine how teacher candidates (TCs) in Türkiye and the USA navigate their intercultural communication skills in a telecollaboration project.

Forty-eight TCs participated (26 in Türkiye and 22 in the USA) in the study. TCs discussed critical issues in multicultural education on an online learning platform for six weeks. Their discussions were analyzed using content and discourse analysis.

The findings indicated that TCs approached the telecollaborative space as a translingual contact zone and positioned themselves and their interlocutors in the discourse by using the personal pronouns; I, we, you and they. When they positioned themselves using we (people in Türkiye/USA), they spoke on behalf of everyone included in the scope of we. Their interlocutors responded to these positionings either by accepting this positioning and responding with a parallel positioning or by engaging in translingual negotiation strategies to revise the scope of we and sharing some differences/nuances in beliefs and practices in their community.

When TCs talk about their culture and community in a singular manner using we, they frame them as the same across every member in that community. When they ask questions to each other using you, the framing of the questions prime the respondents to sometimes relay their own specific experiences as the norm or consider experiences from different points of view through translingual negotiation strategies. A singular approach to culture(s) may affect the marginalized communities the most because they are lost in this representation, and their experiences and voices are not integrated in the narratives or integrated with stereotypical representation.

Teachers and teacher educators should first pay attention to their language choices, especially use of pronouns, which may communicate inclusion or exclusion in intercultural conversations. Next, they should prepare their students to adopt and practice language choices that communicate respect for cultural diversity and are inclusive of marginalized populations.

Speakers’ pronoun use includes identity construction in discourse by drawing borders around and between communities and cultures with generalization and particularity, and by patrolling those borders to decide who is included and excluded. As a response, interlocutors use pronouns either to acknowledge those borders and respond with corresponding ones from their own context or negotiate alternative representations or further investigate for particularity or complexity. In short, pronouns could lead the direction of intercultural conversations toward criticality and complexity or otherwise, and might be reasons where there are breakdowns in communication or to fix those breakdowns.

This study shows that translingual negotiation strategies have explanatory power to examine how speakers from different language backgrounds negotiate second and third order positionings in the telecollaborative space.

This study aims to uncover relationships between content communities post language, such as parts of speech, and user engagement.

Analyses of almost 12,000 posts from the content community Reddit are undertaken. First, posts’ titles are subjected to electronic classification and subsequent counting of main parts of speech and other language elements. Then, statistical models are built to examine the relationships between these elements and user engagement, controlling for variables identified in previous research.

The number of adjectives and nouns, adverbs, pronouns, punctuation (exclamation marks, quotation marks and ellipses), question marks, advisory words (should, shall, must and have to) and complexity indicators that appear in content community posts’ titles relate to post popularity (scores: number of favourable minus unfavourable votes) and number of comments. However, these relationships vary according to the category, for example, text-based categories (e.g. Politics and World News) vs image-based ones (e.g. Pictures).

While the relationships uncovered are appealing, this research is correlational, so causality cannot be implied.

Among other implications, companies may tailor their own content community post titles to match the types of language related to higher user engagement in a particular category. Companies may also provide advice to brand ambassadors on how to make better use of language to increase user engagement.

This paper shows that language features add explained variance to models of online engagement variables, providing significant contribution to both language and social media researchers and practitioners.