The accommodation of linguistic styles on social media page postings towards customer engagement

This study explores the strategies used by Small and Medium Enterprise (SME) restaurant owners to enhance customer engagement on social media, with a focus on language use in brand postings. As platforms like Facebook and Instagram become integral to marketing, understanding how linguistic styles influence engagement is crucial yet underexplored. A total of four SME restaurant owners in Kulim, Kedah were interviewed to examine how they craft posts and navigate challenges in using language effectively online. The methodology employed a triangulation process, which included semi-structured interviews with the owners, assessment of their Facebook page postings and interviews with selected customers to gain a holistic view of engagement strategies. Findings reveal that owners consciously tailor their language using emotionality, informality, and simplicity to connect with their audience. Many uses conversational tones to appear approachable and relatable, while emotional appeals help establish personal resonance with customers. Simplified language is preferred to ensure clarity and ease of understanding. Additionally, personalized responses to comments and messages were used to build and maintain strong customer relationships. The methodology is clearly outlined, incorporating multiple data sources to ensure depth and reliability. The integration of customer perspectives further validates the owners’ reported strategies and highlights the effectiveness of their linguistic choices. Overall, the study Identifies a range of language-based strategies that SME restaurant owners use to foster customer interaction and brand loyalty on social media. The insights contribute to a framework for effective language use in digital marketing, offering practical guidance for SMEs aiming to strengthen their online presence and community engagement.