The Adoption Post-Linguistic Style and Persuasive Communication of Capital Market Influencers

Abstract

Previous research found the use of post-linguistic features (emotionality, complexity, and informality) affect social media communicators success in persuading and attracting audiences. This study aims to explore the differences in linguistic styles used in persuasive communication adopted by capital market social media influencers. Using 5.710 instagram posts from a sample of five influencers and 4.149 instagram posts from a sample of five securities companies, we applied a text mining method to identify linguistic features used by the influencers and compare the characteristics of linguistic features used by individual influencers and institutional influencers. The results suggest that individual influencers adopt more persuasive linguistic model than institution influencers. This study contributes to the literature pertaining to social media influence strategy, particularly in describing the linguistic features used by social media influencers (individual and institutional influencers).

Keywords: Communication; Linguistic style; Social media content; Text mining