Author(s): Jutada Tabpawan
This research aimed to study and analyse the characteristics as well as the factors that differentiate them of online sellers' Facebook advertising language usage. This research is quantitative research using a questionnaire administered to 300 online seller participants who have experience selling products via Facebook for six (6) months and live in the southern region of Thailand. Questionnaires were used to collect primary data. The results found that there are four (4) characteristics of online sellers' Facebook advertising language usage for posting their products which were found at a high level: 1) Using emojis to accompany the posted messages, 2) using the repetition of vowels, consonants and spellings, 3) using rhyme sounds, and 4) using words for expressing sounds, emotions and symptomatic. Sixteen characteristics were used and found at a moderate level which are as follows: 1) reduplication, 2) punctuation marks, 3) consideration of the correctness of language before posting, (4) acronyms, 5) opposite words, 6) clipped word, 7) English transliteration, 8) colloquial expressions or dialect, 9) meaningchanging word, 10) simile, 11) wrong vowel forms, 12) wrong consonant forms, 13) the familiar tones, 14) trendy words, 15) the words caused by keyboard limitations, and 16) vulgar language, colloquialism, and slang. As regards the factors affecting the different types of online sellers' Facebook advertising language usage, it was found that there was a statistically significant difference at 0.05 level of age, educational background, and profit.