OK, Google, Tell Me About Birth Control: Sentiment Analysis of Anti- and Pro-Birth Control Headlines and Snippets

Drawing on Language Expectancy Theory and Extended Parallel Process Model, the study aims to explore the difference between anti- and pro-birth control information available online by comparing word usage, sentiments and online popularity of anti- and pro-birth control headlines and snippets returned by Google Search engine. Findings indicated that anti-birth control entries used more emotional words, especially those communicating fear. Headlines and snippets with words communicating positive emotions were more popular on Facebook. In more than half of the cases, the headlines and snippets returned by Google were communicating conflicting messages about benefits and dangers of birth control. The implications of the results of this study for digital practitioners, healthcare workers and online consumers of health-related information are discussed.

Successful restaurant crowdfunding: the role of linguistic style

Purpose Crowdfunding can be an effective fundraising vehicle to independent restaurants to overcome fundraising limitations due to its small-size and high risk. A few studies have identified contents of communication for successful crowdfunding, yet missing is on how to say. The purpose of this paper is to investigate linguistics styles that are effective in pitches in restaurant crowdfunding. Design/methodology/approach The study analyzed 500 restaurant crowdfunding projects listed on Kickstarter.com that is one of the most popular crowdfunding platforms with sizable restaurant projects. By text analysis, this study identifies four linguistic categories – concrete, precise, interactive and language with low psychological distancing – from the project descriptions. A binominal linear regression analysis identified effective language styles that increases success of restaurant crowdfunding. Findings Drawing on the language expectancy theory and uncertainty reduction theory, this study found that project descriptions that are concrete and delivering stories with fewer usage of first person pronouns are likely to succeed in restaurant fundraising. Interactive style was counter-effective while preciseness of language did not affect funding success significantly. Findings further reveal the roles of non-linguistic attributes shown in the project pitches. Research limitations/implications Despite the increasing practice of restaurant crowdfunding and good matches with small- and medium-sized restaurants’ needs, scant research has been conducted. Notably absent from the research is work on linguistic styles that are effective in restaurant crowdfunding. This study extends the prior literature by investigating how restaurant entrepreneurs should communicate with potential crowdfunders to make crowdfunding successful in the restaurant context. Simply knowing what are important does not provide holistic help to restaurant entrepreneurs; they also should know how to communicate well. Practical implications The findings of this study are important for restaurant entrepreneurs who need to present their projects and communicate effectively with potential investors online. Based on the study’s findings, crowdfunding platforms could enhance their project posting systems by developing algorithm that automatically measures language cues embedded in a project description and providing suggestions to improve persuasiveness of languages to maximize funding success for restaurant projects. Originality/value Scant research has been conducted in the restaurant crowdfunding; prior crowdfunding literature has focused on the projects other than restaurants such as technology, design and film. This study is the first that uncovers the role of the linguistic styles for the specific context of restaurant crowdfunding. This study sheds the light on the critical communication strategies used by small-sized restaurant entrepreneurs on crowdfunding platform.

The impact of language on retweeting during acute natural disasters: uncertainty reduction and language expectancy perspectives

PurposeSocial media have increasingly gained credibility as information sources in emergencies. Retweeting or resharing nature has made Twitter a popular medium of information dissemination. The purpose of this article is to enhance our understanding of both linguistic style and content properties (i.e. both affective and informational contents) that drives resharing behavior or virality of disaster messages on Twitter. We investigate this issue in the context of natural disaster crisis.Design/methodology/approachIn this study, the authors develop, drawing upon language expectancy and uncertainty reduction theories as an enabling framework, hypotheses about how the language (i.e. style and content) influence resharing behavior. They employ a natural language processing of disaster tweets to examine how the language – linguistic style (concrete and interactive language) and linguistic content (information- and affect-focused language) – affects resharing behavior on Twitter during natural disasters. To examine the effects of both linguistic style and content factors on virality, a series of negative binomial regressions were conducted, particularly owing to the highly skewed count data.FindingsOur analysis of tweets from the 2013 Colorado floods shows that resharing disasters tweets increases with the use of concrete language style during acute emergencies. Interactive language is also positively associated with retweet frequency. In addition, neither positive nor negative emotional tweets drive down resharing during acute crises, while information-focused language content has a significantly positive effect on virality.Practical implicationsAgencies for public safety and disaster management or volunteer organizations involved in disseminating crisis and risk information to the public may leverage the impacts of the linguistic style and language content through the lens of our research model. The findings encourage practitioners to focus on the role of linguistic style cues during acute disasters. Specifically, from the uncertainty reduction perspective, using concrete language in the disaster tweets is the expected norm, leading to a higher likelihood of virality. Also, interactively frame disaster tweets are more likely to be diffused to a larger number of people on Twitter.Originality/valueThe language that people use offer important psychological cue to their intentions and motivations. However, the role of language on Twitter has largely been ignored in this crisis communication and few prior studies have examined the relationship between language and virality during acute emergencies. This article explains the complex and multifaceted nature of information resharing behavior using a multi-theoretical approach – including uncertainty reduction and language expectancy theory – to understand effects of language style and content cues on resharing behavior in the context of natural crisis events.

Verbal tones in sustainability assurance statements

Purpose This paper aims to examine, through the lens of language expectancy theory (LET), how sustainability assurors use optimism and certainty in possible persuasion attempts. The paper also explores a number of explanatory variables that could offer insights into the use of these verbal tones in sustainability assurance reports. Design/methodology/approach First, the paper relies on DICTION standard normalised optimism and certainty ranges in conjunction with descriptive statistics to analyse how sustainability assurors use optimism and certainty. Second, the paper uses quantile regression with robust standard errors to investigate the association between the measures of verbal tone used in this study and several possible explanatory variables. Findings Consistent with LET, the study documents that sustainability assurors exercise caution in using both certainty and optimism in persuasion attempts. The paper also finds that possible explanatory variables significantly associated with optimism include praise, assurance level, legal system and report location. However, reference to sustainability management control (SMC), status of assurance providers, praise, legal system and financial performance appear to explain the use of certainty. Research limitations/implications The paper does not, at this stage, claim causality between the two measures of verbal tone, on the one hand, and the possible explanatory variables explored, on the other hand. It rather reports their possible associations. Furthermore, the study only measures reference to management control system and not reliance on it. Practical implications The main findings of this study imply that the use of optimism and certainty exhibits likely cautious practice by assurors. Nevertheless, assurors are more likely to use certainty more flexibly and appear more discreet when using optimism. Social implications The findings of this paper also indicate how societal expectations play an important role in ensuring cautious persuasive behaviour by sustainability assurors in using verbal tones within sustainability assurance statements. This suggests that stakeholders may place reliance on attestations expressed in these statements. Originality/value The paper represents the first attempt to test LET in sustainability accounting by analysing verbal tones used by sustainability assurance providers. It contributes to the sustainability assurance literature in that it empirically demonstrates how sustainability assurors, as expert communicators, use optimistic tone and verbal certainty in careful persuasion attempts.