The Role of Diction in Shaping Brand Image to Influence Consumer Choice in the Digital Age

Dian Andriadi; Sofyan

doi:10.56724/ladu.v4i6.296

Authors

Dian Andriadi Universitas Jambi
Sofyan Universitas Jambi

DOI:

https://doi.org/10.56724/ladu.v4i6.296

Keywords:

diction, consumer choice, brand image

Abstract

Background: While product quality and pricing remain important, the language used in branding and marketing plays a pivotal role in building trust and emotional resonance.

Purpose: This study explores the impact of diction as a linguistic strategy in shaping brand image and influencing consumer choice in the digital era.

Design and methods: Through a literature review methodology, this research highlights how strategic word choices in branding, product descriptions, and marketing campaigns can create emotional connections and enhance consumer trust.

Results: The findings emphasize the importance of integrating linguistic elements into marketing strategies to improve the competitiveness of local products in an increasingly digitalized marketplace.

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