Does your style engage? Linguistic styles of influencers and digital consumer engagement on YouTube

Ana C. Munaro, Renato Hübner Barcelos, Eliane C. F. Maffezzolli, João Pedro Santos Rodrigues, Emerson Cabrera Paraiso

Abstract: Highlights•Identifies seven linguistic styles of social media influencers' videos on YouTube.•+11,000 videos were analyzed by machine learning techniques and clustering analysis.•Shows the linguistic styles' effect of influencer videos on consumer engagement.•Contributes to influencer marketing, social influence, and opinion leaders literature.•Guides influencers and marketing practitioners on how to communicate strategically.