#3697. When form deviates from the norm: attitudes towards old and new vernacular features and their impact on the perceived credibility and usefulness of Facebook consumer reviews

October 2026publication date
Proposal available till 03-06-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Language and Linguistics;
Linguistics and Language;
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Abstract:
We investigate the impact of deviations from Standard Language in the form of old and new vernacular features on consumer perceptions of the credibility and usefulness of Facebook reviews. While the use of Standard Language is evaluated positively and generally associated with the highest credibility and usefulness ratings, there does seem to be a certain tolerance towards non-standard language, especially new vernacular features. The findings show that the use of old vernacular features, on the other hand, is evaluated rather negatively by our respondents and leads to slightly lower message credibility ratings. Source credibility, however, was not significantly influenced by the presence of non-standard language features.
Keywords:
Consumer reviews; Language attitudes; Language variation; Old and new vernacular features; Online credibility assessment

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