Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
This study uses a one-ad experimental design to test the effect of African American Vernacular English (AAVE) on Black Twitter, employing an online survey with a convenience sample. It examines cultural differences within Black African co-cultures, emphasizing how language variation influences consumer behavior in social media advertising. The findings indicate that Black consumers with positive attitudes toward advertisements featuring AAVE are more likely to engage with the content on Twitter and subsequently purchase the promoted brand. This supports attitude theory (Fishbein & Ajzen, 1975) and social distinctiveness theory (Grier, 2001), demonstrating a significant correlation between ethnic resolution and purchasing behavior.
Recommended Citation
Savage, B. M., and Chapa, S. (2025). Out of many: The study of African American diasporas on social media. 2025 Association of Marketing Theory and Practice Proceedings, 40. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/40
