Language in the Marketplace

In this chapter, the authors explore the role of language in marketing strategy and consumer behavior, focusing on its influence on interactions between different consumers and between firms and consumers. The chapter examines how linguistic elements such as grammar, phonetics, or syntax, contained in brand names, advertising, word-of-mouth, and exchanges on social media, shape consumer perceptions, preferences, and engagement. The authors rely on examples from varied contexts, looking at consumers from different parts of the world conversing in one or more languages and examining research focusing on different language components, such as semantics and pragmatics. Keeping with the times, the chapter also surveys the literature on the rise of artificial intelligence (AI) agents and generative language models in the context of marketplace language. With the enduring importance of language to individuals and considering the advancements in data availability, consumption contexts, and technology, this chapter aims to provide a comprehensive summary of the evolving landscape of language in marketing, offering actionable insights for practitioners through specific examples and highlighting avenues for potential future research. The authors aim to highlight the importance of language in the modern marketplace for consumers, marketers, and policymakers.