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Internet slang, the product of computer-mediated communication, is being widely used in advertising in China. However, Chinese advertisers are still exploring appropriate methods to integrate this slang into their ads for positive effects. To this end, we conducted two experiential studies. The results reflected that different perceived styles of internet slang enhance the five dimensions of brand personality as discussed in this publication. Furthermore, the congruence between internet slang style and brand personality can lead to positive effects on consumers' attitude toward the brand and the ad itself. The findings of this research can help advertisers use the most suitable internet slang for building the desired brand personality and achieving the most positive outcomes.
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