Abstract:
Nowadays, the linguistic landscape is rapidly evolving under the influence of digital natives. This research explores how Gen Z slang, rooted in linguistic diversity and English loanwords, serves as a strategic tool for global brands to gain a competitive advantage. The study aims to analyze the correlation between authentic language use and brand loyalty among young consumers. Research methods include a comparative analysis of global marketing campaigns (e.g. Duolingo, Nike, Coca-Cola) and a survey conducted among university students. The results indicate that brands mastering this "digital lingua franca" achieve higher engagement rates and lower customer acquisition costs, provided they avoid the "corporate cringe" trap. CZU: 81’276:659.126(100); JEL: M31, M37, Z13
Description:
VĂTĂMANU, Paula și Nicoleta MOGA. Generation Z Slang in the Context of Linguistic Diversity: A Competitive Advantage for Global Brands = Slangul generației Z în contextul diversității lingvistice: un avantaj competitiv pentru brandurile globale. Online. Coord. șt.: Natalia HIOARĂ. In: Simpozionul Ştiinţific cu participare internaţională al Tinerilor Cercetători. Ediţia a 24-a, 24-25 aprilie 2026, Chişinău. Lucrări ştiinţifice. Chişinău: SEP ASEM, 2026, vol. 2, pp. 480-483. ISBN 978-9975-182-44-7 (PDF). Disponibil: https://doi.org/10.53486/sstc2026.v2.112
