1

CAPSTONE PROJECT ON

A Study on Code-switching (Hinglish) affecting the

engagement levels on Facebook in India

Submitted By: Faculty Guide:

PRIYANKA CHATTERJEE PROF. SUDIPTO CHAKROBORTY

Program: PGDM 2012-14 (Marketing) Asst. Professor- IT

Roll No.: PGDM-1707

Institute for Technology and Management, Navi Mumbai

2

CERTIFICATE FROM GUIDE

This is to certify that the Project Work titled ―A Study on Code-switching

(Hinglish) affecting the engagement levels on Facebook in India‖ is a bonafide

work carried out by Ms. Priyanka Chatterjee, a student of PGDM program

2012 – 2014 of the Institute for Technology & Management, Kharghar,

Navi Mumbai under my guidance and direction.

Signature of Guide:

Name, Designation & Address:

Date:

Place:

3

ABSTRACT

Several countries in Southeast Asia (e.g., Singapore, Japan, and India) have bilingual

populations; many of these populations are fairly fluent in a ―foreign‖ language (typically

English or French) as well as at least one local or native language. Communicating to these

populations includes an additional layer of complexity, that is, the choice of language for

advertising/Communicating. A number of options exist: the communication could be in either

one of the primary languages or could have a bilingual format containing a mixture of the two

languages. The intention of this study is to examine the role of language choice in

advertising/communication to bilinguals.

This issue is becoming increasingly important to understand with the emergence of the social

platforms that the brands use to communicate such as Facebook, Twitter, Blog. As Facebook,

one of the social-networking websites, has swiftly become one of the favored modes of

communication, language has also been influenced in terms of its usage and practices. Code-

switching, the alternate use of more than one language in a discourse is one of the language

phenomena where such changes can be traced. This research investigated on the occurrences of

code-switching in Facebook, with the objective to understand the communication style that the

brands should use so as to dwell into the minds of the consumers and engage them.

So, the entire study has been divided into three parts:

- Trying to understand the Language use, perception and associations

- Studying the Facebook wall posts of 10 random people to understand the use of language

and the relative engagement in each case.

- Comparative analysis of brands that use single language versus the brands that use code

switching

4

ACKNOWLEDGMENT

On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards

all the personages who have helped me in this endeavor. Without their active guidance, help,

cooperation & encouragement, I would not have made headway in the project.

I am extremely thankful and pay my gratitude to my faculty guide Prof. Sudipto Chakraborty for

his valuable guidance and support on completion of this project. I am ineffably indebted to my

Superior, Mr. Albert Pereira, Digital Director at Mio Design Pvt Ltd. for his conscientious and

insightful guidance on the digital media and its behavior.I extend my gratitude to ITM Business

School for giving me this opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and

member of my family for their constant support and faith in me.At last but not least gratitude

goes to all of my friends who directly or indirectly helped me to complete this project report.

5

TABLE OF CONTENTS

Title Page

Certificate From Guide

Abstract

Acknowledgement

Chapter 1. INTRODUCTION

1.1 Problem On Hand

1.2 Importance Of The Problem

1.3 Historical Perspective

1.4 Objective Of The Project

1.5 Details Of The Organization

Chapter 2 LITERATURE REVIEW

2.1 Terminologies

2.2 Previous Studies

Chapter 3 RESEARCH METHODOLOGY

3.1 Method of Data Collection

3.2 Research Population

3.3 Sample‘s Demographics

6

Chapter 4 DATA COLLECTION, ANALYSIS & INTERPRETATION

4.1 Findings of the Data

4.2 Analysis and Interpretation Of Data

Chapter 5 RECOMMENDATIONS & CONCLUSION

5.2 Discussion

5.2 Brief description of recommendations

5.3 Feasibility of implementation.

REFERENCES

APPENDIX

7

List Of Tables

Table 1: Language Proficiency

Table 2 : Language Use

Table 3 : Extent To Which Each Language Is Associated With

Certain Images And Feelings

Table 4: Code-Switching Occurrences Based On Malik‘s (1994) Ten Reasons For Code-

Switching

Table 5: Facebook Page Engagement Rates

Table 6: Percentage Of Hinglish Posts

Table 7: Engagement Metrics Analysis For Amul And Nestle

Table 8: Engagement Metrics Analysis For Kurkure And Lay‘s India

Table 9: Top Comments‘ Language Use

8

INTRODUCTION

The spoken language is the most convenient vehicle to transport ideas from one mind to another,

and thus it became a dire necessity for people to use language. Since the birth of English

language and then its spread across the globe, it has been accepted as International Language

unanimously. In India, English language finds strong foothold as the language has crept into the

mass after Mr Thomas Babington Macaulay‘s successful launch of this language in India to teach

this firangibhasha (Foreign language) to Indian Babus working for British administration. Post-

independence, English language has expanded its reach to education, government/administration,

business, films & entertainment and the upper stratum of the society. As happens with any other

language, English here in India loses its purity and been contaminated (as any staunch Brit would

call it) with other local languages, Hindi in particular. As the two languages exist together, they

began to influence each other, in an affectionate manner albeit. Hindi, as national language of

India, has strongly affected the use of English by Indians. The movement of hybridization had a

humble beginning in the days of first struggle of India for independence in 1857. And in years to

come, it was to be known as Hinglish – term that is popular today in the world of entertainment,

media and advertising.

The Origin

As mentioned in introduction, the first recorded use of Hinglish dates back to the era of Indian

freedom struggle in the later part of 19th century. Ayodhya Prasad Khatri (1857-1905), a

prominent Hindi poet, wrote a gazal, spewing out rage against British government, sprinkling

some English words:

“Rent Law kaghamkarenya Bill of Income Tax ka?

Kya karenapannahiinhai sense right now-a-days.

…Darkness chhaayahuahai Hind men chaarotaraf

Naamkibhihainahiinbaaqina light now-a-days.”

This could be the first example of Hinglish where writer used English words in Hindi poem.

Please note that the writer is writing in Hindi, and Hindi is his primary language of expression,

and he resorted to English words to strengthen the impact that gives the poetry a satirical tone.

But the use of Hinglish we are talking here is different, rather an absolute antipode of the

example written above. So who started this fad that was to gain momentum in modern India?

According to Prof Harish Trivedi, Shobha De was first among other leading lights of this genre

of writing, and she introduced this style in her gossip column Nita‘s Natter in Stardust in 1960s.

However, other sources like Wikipedia claim that DevyaniChaubal was the first writer to use

9

Hinglish in her English works. Shobha De then began to use Hinglish elements in her novels.

Among other writers, who popularized this style of writing in their literary works, are Salman

Rushdie and Upamanyu Chatterjee, two distinguished fiction writers in Indian English literature;

incidentally, Rushdie started his career as copywriter in an advertising agency in Mumbai.

Slowly and gradually, the use of Hinglish has stepped into popular culture like Hindi cinema,

media and advertising too. And it received tremendous cheer by people from all walks of society,

especially from young generation.

Hinglish in Advertisements

English words are used so commonly in Hindi that it seems that this mixture of Hindi and

English is India's real national language. Advertisers too are keen to use Hinglish, at least when

it comes to targeting a particular segment of society. What is that segment? Many would argue

that it is the urban youth, i.e. the 'youngistaan' generation, who use Hinglish as a badge of cool.

Hinglish targets today's Indians because that's the way we speak. When advertisers talk about

targeting the youth, this has little to do with age: Shah Rukh Khan is in his forties but he's still

young. When did this happen? At what stage did Hinglish shift from being a variety that people

spoke to being one that was suitable for use in advertising? Pepsi, with their tagline "Yeh hi hai

right choice baby", were the forerunners of the Hinglish ad in India. Before Pepsi, there was a lot

of snobbishness regarding the use of Hinglish; people looked down on it. The birthplace of

Hinglish was the college campus, where students find funny abbreviations for long Hindi words

like G-jams for GulabJamun. Hinglish really took off when Indians became self-confident

enough to give the language their own shape without aspiring to speak perfect British English,

with a British accent.

10

On the other hand, acceptance of Hinglish is also associated with the popularity of MTV and

Channel V after the two hit Indian cable TV. Hinglish was popular in metros even before MTV

& Channel V era but these channels introduced Hinglish to tier-II and tier III towns.

As well as the target audience, when deciding whether or not to use Hinglish, advertisers also

have to consider the product. Take examples of Mercedes-Benz and IBM (which do not lend

themselves into Hinglish advertising) as well as 1000cc bike and Coca-cola (which do). The

FMCG sector in particular is one which is using Hinglish "very smartly".

Problem on Hand:

The study is focused on understanding the use of language in India and the extent of different

associations that people have with each of the languages; While also trying to decipher the

effectiveness of code-switching for communication on social media platform with a prime focus

on Facebook.

Importance of the problem:

The use of Hinglish stepped into popular culture like Hindi cinema, media and advertising too.

And it received tremendous cheer by people from all walks of society; especially from young

generation. Many brands like Kurkure, Dominos, Pepsi, Thums Up, etc have their baselines in

Hinglish. Such baselines have seen to be having a huge impact on consumers for a long period of

time. Platforms such as Facebook are emotive platforms where individuals express themselves

blatantly in the manner and language that they are comfortable with. In this context, this study is

mainly focused on understanding the use of code-switching on Facebook and whether brands

adopt this style of brand communication

11

Historical Perspective of the problem with proper references

―Hungry Kya?‖, ―Bheja fry? 7UP try‖, ―Gorgeous, Hamesha‖ and ―What your bahana is?‖ – are

some of the striking ad punch lines popular in India. And there is one common thread that binds

these powerful lines – all these statements are written in Hinglish. To create a specific effect,

some words are intentionally omitted from these lines. For example, when you read or listen to

―Hungry kya‖, it is understood that the advertiser wants to convey ―Are you hungry?‖ Same is

the case with next one ―Gorgeous, Hamesha‖…actually target audience knows it‘s ―You are

Gorgeous, Hamesha‖.

These simple statements have exerted tremendous impact on the target group, for which the

communication is designed. Here, the strategy is to make the consumers remember the

communication for a long period of time, and to obtain Top of mind awareness (TOMA) when

the consumer goes to shop the product at point of sale.

The language clicked because it reflected reality. That was the way we all speak anyway. But we

spoke that way when we were ‗off stage‘, not when doing serious stuff such as addressing

potential consumers in ads.

12

OBJECTIVES OF THE PROJECT

Objectives of the project:

1- To study the use of language by Indians

2- Studying the language preference of individuals on Facebook

3- To understand the degree of associations with each of these languages.

4- To understand the various reasons for code-switching by collecting and analyzing

Facebooker’s bilingual posts

5- To understand how different brands communicate on their Facebook Page

6- To understand the effectiveness of Hinglish on consumer engagement

Details of the Companies whose Facebook Pages that will be studied as a part

of the study

Amul

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2]

The

word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was

initially referred to as Anand Milk Federation Union limited hence the name AMUL.

Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers

in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer of

milk and milk products. In the process Amul became the largest food brand in India and has

ventured into markets overseas.

Dr. VergheseKurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is

credited with the success of Amul.

13

Nestle

Nestlé is the world's leading Nutrition, Health and Wellness company. Our mission of "Good

Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide

range of food and beverage categories and eating occasions, from morning to night.

Nestlé's products include baby food, bottled water, breakfast cereals, coffee, confectionery, dairy

products, ice cream, pet foods, and snacks. 29 of Nestlé's brands have annual sales of over 1

billion Swiss francs (about $1.1 billion),[3][5]

including Nespresso, Nescafé, Kit

Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has around 450 factories, operates

in 86 countries, and employs around 328,000 people. It is one of the main shareholders

of L'Oréal, the world's largest cosmetics company.[6]

On 4 September 2013, software and search-

engine giant Google announced that they would be naming the next Android release, version 4.4,

after the ever-popular chocolate wafer "KitKat" with Nestle's legal permission. Nestlé,

confirming the team-up, announced the distribution of around 50 million KitKats worldwide,

featuring the Android mascot in the covers. The Company was founded in 1866 by Henri Nestlé

in Vevey, Switzerland, where our headquarters are still located today. We employ around

2,80,000 people and have factories or operations in almost every country in the world. Nestlé

sales for 2009 were CHF 108 bn.

The Nestlé Corporate Business Principles are at the basis of our Company‘s culture, developed

over 140 years, which reflects the ideas of fairness, honesty and long-term thinking.

Details of the products whose Facebook Pages that will be studied as a part of

the study

Kurkure

Kurkure is a brand of cheese puffs, developed and produced by Pepsico India, the Indian

division of PepsiCo. Named after the Hindi word for "crunchy", the snack was developed

entirely in India. It was launched in 1999. The snack comes in numerous spicy flavours

like Masala Munch, Green Chutney, ChilliChatka and TamatarHydrabadi Style, Xtreme Electric

Nimbu and Xtreme Risky Chilli.

Kurkure, India‘s popular and fun loving family Namkeen brand from PepsiCo India has always

taken pride in the fact that it‘s made from trusted ingredients found in Indian kitchens. PepsiCo‘s

salty snack brand Kurkure‘s latest ad campaign has arrived at a rather appropriate time. The Rs

9,400 crore Indian snack markets is growing at a very healthy pace, about 25 per cent a year and

as a recent survey by VML Qais indicates Indians, the 18 to 30 year old lot, are particularly fond

of a crispy snack in air-tight plastic packaging.

14

Lay’s

Lay's (also known as Walkers in the United Kingdom and Ireland, Smith's in

Australia, Chipsyin Egypt, Poca in Vietnam, Tapuchips in Israel,

Margarita in Colombia and Sabritasin Mexico) is the brand name for a number of potato

chip varieties as well as the name of the company that founded the chip brand in 1932. A

company owned by PepsiCo since 1965.

In India Lay's is available in the following flavors: "India's Magic Masala", "American Style

Cream & Onion", "Spanish Tomato Tango", "Classic Salted" and "West Indies' Hot 'n' Sweet

Chili ". In 2013, Lay's released two new flavors, "French Salt & Cracked Pepper" and ―Lays

Chile Limon". A baked variant of Lay's called "Lay's Baked" is available in the following

flavors: "Original Salted", "Cream, Herb & Onion" and "Sun kissed Tomato".

15

LITERATURE REVIEW

Bilingualism

A bilingual speaker is a person who can communicate in more than one language. According to

Wikipedia (2008), bilingualism can be further divided into compound bilingualism, coordinate

bilingualism and subordinate bilingualism by looking at bilinguals‘ cognitive process of

representation and organization of concepts and words.

Code Switching

―Code switching as a bilingual speech behavior allows the speaker to alternately use the

resources of the languages they command in the course of a single conversation.‖

(FereshtehRezaeian, 2009; p1) From a Sociolinguistic aspect, code switching is seen as a

bilingual speech act which is influenced by social factors (e.g., age, gender, education, etc.) and

the interaction among these factors. Code switching may be defined as ―the alternate use of two

or more languages by bilinguals in a conversation.‖ (Choy Wai Fong, 2011; p1)

Code-switching is defined as a linguistic phenomenon where two or more varieties are used

alternatively by bilinguals in a conversation. Gal (1988) described code-switching as ―a

conversational strategy used to establish, cross or destroy group boundaries; to create, evoke or

change interpersonal relations with their rights and obligations.‖ Poplack (1980) classified the

occurrence of code-switching into tag-switching, intersentential switching and intrasentential

switching.

Hinglish

(Wikipedia, 2013) Hinglish (the name is a portmanteau of "Hindi" and "English") is a macaronic

language, a hybrid of English and South Asian languages – it is a code-switching variety of these

languages whereby they are freely interchanged within a sentence or between sentences.While

the name is based on the Hindi language, it does not refer exclusively to Hindi, but "is used in

India, with English words blending with Punjabi, and Hindi, and also within British

Asian families to enliven standard English."

Some examples of Hinglish vocabulary are:

timepass: a distraction to pass the time

badmash: hooligan

India is the 7th largest country in the world and has over 1.2 billion inhabitants. Although India‘s

official language is Standard Hindi, the second official one is English; around 10% of its

16

population or 125 million people speak it. English is part of India because the country used to be

under a British colonial rule until it got its independence in 1947.

Hinglish is the new Indian English. Indian English or Hinglish is a rich language that includes

both traits from the Indian literary and vernacular language, and the English standard. India is an

interesting case because it has preserved many British phrases and words, but is now influenced

by American English, causing inconsistencies in the way words are written. For example, the

newspapers may write both ―color‖ and ―colour‖. One of the main differences between Indian

English and Standard English is the way people pronounce the language –people from different

parts of the country have very different accents. (Mariana Aguilar Ramírez, Mariana is a

Pedagogy and Research summer associate at Voxy, voxy.com,2013)

Computer-mediated communication:

Computer-mediated communication (Wikipedia 2007) refers to any form of communication done

by individuals with the help of computer technology using communication software.

Asynchronous computer-mediated communication is a type of computer-mediated

communication that does not require immediate response as sender and receiver do not

necessarily need to be online at the same time in order for message to be sent and received.

Facebook

Facebook is a social network website that provides an extensive number of features for its users

to socialize and share information about them. Users can sign up on the website with a valid e-

mail address and create a profile page, allowing them to keep updated with friends‘ social

activities, upload photos, share links and videos and connect with people. As of January 2014,

the network was estimated to have more than 1.23 Billion active users worldwide

(SocialBakers.com)

One of the main features is the News Feed where users can publish status updates and share them

with users in their network. The status updates posted on users‘ profiles pages will then available

to be replied or commented on at any time by other users, making it an asynchronous situation.

Thus, Facebook has become the leading social network platform on the Internet and a vital

communication tool globally.

17

Code-Switching Of The Language Situation In India

Malik (1994) in discussing the sociolinguistics of code-switching of the language situation in

India explained ten reasons for speakers to code-switch:

1. Lack of facility: When certain concepts in a variety are not available in the other, bilingual

speakers switch code to express themselves and at the same time avoid unnecessary

misunderstanding and loss of intended meaning.

2. Lack of registral competence: Bilinguals may find difficulties in choosing appropriate words

in the target language for specific topics and choose to code switch when they are not equally

competent in the two languages.

3. Mood of the speaker: Code-switching takes place when bilinguals are in different moods such

as angry, anxious or nervous. Although the intended words are available in both languages,

bilinguals may code-switch when the words in the other language seem to take less effort and

time to be used at that particular moment.

4. To amplify and emphasize a point: Bilinguals may code-switch on selected parts of a speech

to make sure that listeners know what to highlight and focus on in situations such as an

argument.

5. Habitual expressions: Code-switching also happens commonly in fixed phrases such as

greetings, commands, requests, apologies and discourse markers. This may suggest strength to a

speech such as warning or threat.

6. Semantic significance: Used as a verbal strategy, code-switching can convey important and

meaningful linguistic and social information.

7. To show identity with a group: Code-switching is used to signify shared values and

experiences by people of a same group or culture. Hence, words and phrases are retained in their

original languages to represent a sense of belonging and familiarity to the group.

8. To address different audience: Similar to Gumperz‘s (1982) addresses specification, different

languages are used to convey messages when they are targeted to different listeners or recipients.

9. Pragmatic reasons: Sometimes, code-switching is dependent on the context of a conversation

or other factors such as formality, participants and location where a conversation is taking place.

So, code-switching may portray a varying degree of speakers involvement.

10. To attract attention: When two languages or more are used in the media or advertisements,

audience are often attracted to the language that they are familiar with first.

18

Use of Hinglish in Advertisements:

Hinglish makes English-speaking brands a little more inclusive and it makes Hindi-speaking

brands a little more aspirational. Also, because it‘s a shortcut language, it lets you say a lot of

stuff in just about thirty seconds, which is vital in advertising. At a very basic level, it also helps

large national brands knit their slogans across the country together, more cohesively. So

‗YehhaiYoungistaanmerijaan‘ becomes ‗IdhuYoungistaanchellam‘ in Tamil,

‗IdhuYoungistaanpriyare‘ in Malayalam, ‗IdhiYoungistaan my nestham‘ in Telugu.

Initially, using Hindi mixed with English during formal communication processes had a bit of a

cheap thrill to it. Advertising embraced Hinglish with great gusto, because advertising always

embraces all the latest trends with great gusto.

Hinglish expressions continue to be popular in mainstream advertising even today.

‗Thandamatlab Coca Cola‘, Kurkure‘s ‗Tedhahai par merahai‘, Dominos‘ ‗Hungry Kya?‘ are all

brand recognitions that has developed over the years. The emergence of Hinglish might sound

colloquial to many but it has truly changed the definition of creativity in Indian advertising over

the years.

[Nair, Priyanka (2012, August 09). Hinglish – The story of Indian English. Retrieved from

http://www.exchange4media.com]

19

Previous Studies

Aradhna Krishna, Rohini Ahluwalia, 2008, Language Choice In Advertising To Bilinguals:

Asymmetric Effects For Multinationals Versus Local Firms

The research examined the role of language choice in advertising to bilinguals in global markets.

The results revealed that the existence of asymmetric language effects for multinational

corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice

of advertising language affects advertising effectiveness for MNCs but not local companies.

Also, different language formats (e.g., the local language vs. English or a mix of the two

languages) are shown to vary in their advertising effectiveness for different types of products

(luxuries vs. necessities). Our results indicate that language choice for advertisements is an

important decision for MNCs. Also, MNCs cannot mimic local companies in their choice of

advertising language.

These data appear to suggest that MNCs should observe caution in the use of local language,

even in the domain of necessities (our findings suggest that use of local language is clearly

expected to backfire in the domain of luxuries). In other words, localization of the ad language

may be a good strategy for necessities (for which belongingness is important), but MNCs need to

be cautious about going completely local and might be better off using mixed language ads for

bilinguals.

In this regard, our findings highlight an important advantage of mixed language messages for

MNCs—they are able to capitalize on the favorable associations of both languages without

drawing excessive attention to the language choice and, therefore, present the ―safe bet‖ option

for advertising products that fall in the category of necessities, in global bilingual markets.

Advertising To Bilingual Consumers: The Impact Of Code-Switching On Persuasion,

David Luna, Laura A. Peracchio (2005) Building on a sociolinguistic framework, our research

explores the impact of code switching on the persuasiveness of marketing messages. Code-

switching refers to mixing languages within a sentence, a common practice among bilingual

consumers. We investigate how responses to different types of code-switched messages can

provide insight into bilingual consumers' persuasion processes. A pilot study reveals a code-

switching direction effect such that minority-language slogans switching to the majority

language result in greater persuasion than majority-language slogans switching to the minority

language. The effect is attributed to the salience of the code-switched word in the slogan. Study 1

explores this code switching direction effect in more detail and shows that when associations

toward the minority language are positive, the code-switching direction effect is reversed.

20

The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing;

(David Luna, Laura A. Peracchio, 2003)

In this article we examine the effect of language, graphics, and culture on bilingual consumers‘

Web site and product evaluations. We extend previous bilingual memory research to affective

responses and to a new medium—the Internet. A series of studies suggests that attitudinal

measures are influenced by the interaction of Web site language with two types of congruity:

graphic congruity and cultural congruity. We conclude from our findings that both types of

congruity influence bilinguals attitude-formation processes.

Thus, if the site includes relevant graphics that support the content, and/or includes content that

is consistent with consumers‘ cultures, e-marketers may not need to translate their sites to the

local languages. However, although our results support this conclusion when attitudinal

responses are the focus of the e-marketers‘ actions, caution should be applied if other types of

responses are desired, such as purchases or comprehension.

Also, as Internet usage extends internationally to consumers who may have more limited

knowledge of English, further research needs to address the effect of congruity and language on

individuals with lower levels of English proficiency.

Language Familiarity Effects On Bilingual Consumers' Brand Attitudes (Binh T. Tran,

2009)

This study examines the effects of ad language familiarity on brand attitudes among bilingual

consumers. Results reveal that ad language familiarity may make brand attitudes more or less

favorable. Familiar ad language leads to more favorable brand attitudes towards a necessity

product, but to less favorable brand attitudes towards a luxury product. Additionally, while

utilitarian beliefs do not seem to mediate the effects of ad language familiarity on brand attitudes,

hedonic beliefs fully mediate the effects. Lastly, cultural assimilation moderates the effects of ad

language familiarity on brand attitudes.

21

RESEARCH METHODOLOGY

Research Objectives

Study 1: Language Choice And Degree Of Perceptual Associations

The study begins with a pilot study by examining the characteristics of the bilingual Hindi-

English speaking population, their choice of language in various contexts, as well as their

primary perceptual associations with the two languages (English and Hindi).

Study 2: Functions Of Code-Switching In Facebook Posts

Second part, the study investigated the wall posts found in Facebook on profile page where

friends can post messages to a user which are visible to those who can gain access to the user‘s

wall. The study aimed to achieve these objectives:

a. To determine the languages of Facebook in India

b. To determine the occurrence of code-switching in the wall posts and comments

c. To ascertain the purpose of wall posts and comments

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement

Finally, in the third part, there is a comparative study of four brands‘ Facebook pages with a high

level of Facebook fans; Two Facebook pages which are employing higher usage of Hinglish

Versus two Facebook pages of brands that predominantly speaks English.

The study aimed to achieve the following objectives:

a. To compare the engagement levels of the pages in terms of likes, comments, shares and

PTAT.

b. To compare the occurrence of code-switching in the comments to Hinglish posts and

English posts purely.

22

Study 1: Language Choice And Degree Of Perceptual Associations

Data Collection:

Language Proficiency:

One set of questions was designed to test whether the target population met the criteria for

bilingualism by demonstrating proficiency in both languages.

Language Use:

Another set of questions was designed to understand the use of language in different situations

by the target. Several of the questions in this section were adapted fromAradhana and Ahluwalia

(2008). A few additional questions pertaining to language use situations were also included (see

table 1 for the items).

Language Associations:

Finally, a last set of questions attempted to understand the specific perceptual associations

related to each language. A list of words that denote be belongingness (family, closeness, sense

of belonging, personal, distant, and caring), sophistication and modernity (globalness,

exclusivity, cosmopolitan, prestige, and professionalism), class association (middle class and

upper class), and tone of voice (polite and stern) were included in the study.

Subjects were asked to assess the extent (on 5-point scales anchored at 1 p strongly associated

and 5 p not at all associated) to which they felt that Hindi and English were associated with each

of them.

23

Research Population:

Referring to Burns (1995:62) population is “an entire group of people or objects or events

which all have at least one characteristic in common and must be defined specifically and

unambiguously”.

The population that was investigated in this study was the audience in the age group of 18-

34years as they are highly active on social media. Also, the entire population has had its entire

schooling in English medium.

As on January 2014, of the total 92 million (7.73% of the total user-base) Facebook users in

India, nearly 50% of them belong to the age group 18-24 years. Facebook is clearly at an infancy

stage in India and other similar developing countries. Hence web users especially teens find it

exciting and are very active on the site. Nearly about 26 Million users (28% of total Facebook

India population) fall in the age group of 25-34 years. So they form the highest percentage of

Facebook users in India.

Source: http://www.dazeinfo.com/

Respondents Demographics:

The population comprises of 37% female and 63% Males. Majority of the Respondents are

Students (65%), followed by Salaried Individuals (32%) and the remaining 3 individuals are

1Self-employed, 1 Homemakers and 1 Unemployed.

24

Study 2: Functions Of Code-Switching In Facebook Posts

Data Collection Instruments:

Profile pages on Facebook:

Data in the form of online written texts was drawn from a social networking website known as

Facebook. The primary source of this study is taken from participants‘ profile pages on

Facebook where participants share information by posting status updates.

Malik’s (1994) ten reasons for code-switching:

For this study, Malik‘s (1994) ten reasons for code-switching for spoken discourse were used as

a fundamental framework in interpreting them in the later chapter. The ten reasons are lack of

facility, lack of registral competence, mood of the speaker, to amplify and emphasize a point,

habitual expressions, semantic significance, to show identity with a group, to address different

audience, pragmatic reasons and to attract attention.

Participant’s Details:

Due to Facebook‘s various privacy settings and users‘ individual customization that make certain

features unavailable to users that are not in a person‘s network or friends circle, convenience

sampling method has been employed in selecting the participants in order to gain access to the

posted messages.

Total of 25 profiles have been selected out of the 100 respondents to the survey that was been

conducted as a part of study 1.

All the 25 participants fall in the age group of 18-35 years.

Out of 25 participants, 18 are Male while 7 are female. 15 of them are students while 8 of them

are salaried persons, one of them is self-employed and 1 of them is a home-maker.

25

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement

Data Collection Instrument:

Product Pages & Company Pages on Facebook:

In order to understand the effect of the use of code-switching on consumer engagement, a

comparative study has been carried out.

To carry out the comparative analysis, company/organizational pages of two famous Indian

organizations were studied. Amul was primarily chosen owing to its commendable use of

Hinglish in almost 45-50% of its post. So, the page was studied entirely with respect

engagement, the language of comments. Nestle, Amul‘s biggest competitor was found to be

entirely dependent on a sophisticated use of English and hence was chosen.

To compare pages at product level, the pages of two products namely, Kurkure and Lays, they

belong to the same company. Both the products are famous in the snacks zone and are known for

heavy communication. But the Facebook pages seemed to have entirely extremely different

communication strategy. Hence, the two were selected.

Product pages and company pages will be used for a comparative analysis of the impact of the

language use in the posts and to identify the level of engagement.

Procedure:

For each of these pages, the posts made during the month of January have been recorded. The

posts have been categorized in terms of language use. The number of comments, shares and likes

for each one of them has been noted to further carry out the analysis in terms of engagement.

Also, the language use in case of the comments made by the page fans to each of the page posts

has been recorded to understand the response behavior. Not all the comments can be viewed

every time due to Facebook‘s special feature of ‗Top Comments‘. Hence the language use in the

top comments only have been recorded.

Also, the number of Page Likes and PTAT(people talking about this) have been recorded. Using

the two metrics, the Engagement Rate has been calculated. The Engagement rate is a dynamic

figure and the percentage change can be observed even after the page makes one additional post.

The formula used is as follows:

Engagement Rate (at a given time) = [PTAT/Total No. Of Page Likes]*100

26

DATA FINDINGS AND ANALYSIS

Study 1: Language Choice And Degree Of Perceptual Associations

Language Proficiency:

The data reveals that the target population is fluent in both languages and fulfills the criteria for

bilingualism.

Overall, it appears that as the subjects are schooled more in English and, as such, reads and

writes more in English versus Hindi. However, the proficiency is more in speaking Hindi is more

than that in English.

In other words, they appear to be well versed in both languages.

TABLE 1: LANGUAGE PROFICIENCY

Language Proficiency Mean

How proficient are you in English in the following areas

Speaking 3.83

Writing 3.95

Reading 4.21

How proficient are you in Hindi in the following areas

Speaking 4.05

Writing 3.31

Reading 3.53

27

Language Use:

The mean responses related to language use are reported in table 2.

Owing to the schooling in English medium, the preference of reading lies with the roman scripts

that is, in English.

However, they speak more in Hindi with friends and family in Hindi versus English.

Also, on various social platforms they tend to communicate in lesser Hindi, and more English.

At office/college, they speak more in Hindi and Lesser in English.

TABLE 2 : LANGUAGE USE

Media and language use Mean

What language newspapers and magazines do you read? 4.39

What language do you use in the following situations?

At home 2.29

At Office/College 3.18

With friends 2.63

On Social Platforms (e.g.: Facebook, Twitter, SMSes) 4.21

28

Language Associations

Please refer to table 3 for the mean associations of both languages with the descriptors provided

to the subjects.

As the table reveals, English (as compared to Hindi) has significantly stronger associations with

exclusivity, cosmopolitan, and professionalism (all terms that denote sophistication).

Hindi as compared to English, however, conveys a significantly greater sense of belonging,

caring, closeness, belonging, and being personal and is perceived as significantly less distant,

which is indicative of its association with belongingness.

Interestingly, English is associated more strongly than Hindi with upper class, while Hindi is

perceived as more middle class than English.

In case of tone of voice, English is perceived to be more polite as compared to Hindi. The

languages, however, do not differ in the extent to which they are perceived as stern.

TABLE 3 : EXTENT TO WHICH EACH LANGUAGE IS ASSOCIATED WITH

CERTAIN IMAGES AND FEELINGS

Variable Mean For Hindi Mean For English

Exclusivity 2.60 2.07

Cosmopolitan 2.79 1.87

Sense of Belonging 1.96 2.60

Professionalism 2.89 1.82

Polite tone of voice 2.22 2.13

stern tone of voice 2.60 2.60

Caring 2.01 2.61

Middle Class 1.95 3.05

Upper Class 2.94 1.90

29

Study 2: Functions Of Code-Switching In Facebook Posts

Malik’s (1994) ten reasons for code-switching:

Malik‘s ten reasons were stated with respect to understand the occurrence of code-switching in

verbal communication. Therefore, Seven (70%) out of the 10 reasons can be applied to the

occurrence of code-switching in communication via social networking website.

The three other reasons that is semantic significance, pragmatic reasons and to attract attention

are applicable to verbal communication.

Habitual expressions also include fillers/interjections and hence there have been 3 posts where a

combination of code-switching reasons with habitual expression were observed, the repetition

has been counted in the analysis.

The following table shows the occurrence of code-switching based on Malik‘s (1994) ten reasons

for code-switching.

TABLE 4: CODE-SWITCHING OCCURRENCES BASED ON MALIK‘S (1994) TEN

REASONS FOR CODE-SWITCHING

Reasons For Code-Switching Number Of Occurrences Percentage

Lack of facility 3 10.71

Lack of registral competence 3 10.71

Habitual Expressions 7 25

To amplify and emphasize a point 4 14.29

Mood of the speaker 4 14.29

To show identity with a group 4 14.29

To address different audience 3 10.71

Semantic significance 0 0

Pragmatic reasons 0 0

To attract attention 0 0

TOTAL 28 100

30

It was observed that the Habitual expressions were found in majority cases, followed by reasons

like To amplify and emphasize a point, Mood of the speakers and To show identity with a group.

In order to show belongingness to a group words like ‗mumbaikar‘, ‗dost‘ were used.

Mood of the speaker and Amplification/Emphasizing was determined by the tonality and the

context of expression. Mood of the speaker varied from anger to sarcasm to quirkiness.

In order to address to a different set of audience, the sentences were directive towards a

particular group of people. For e.g.: ―missing u my Chutki ; missing our masti‖

In case of lack of Facility, phrases like Daksha bhabhi ,haldi function were used. Though the

literal translations of the words exist, the same would not be apt in such the context of the posts

made.

Habitual expressions were expressed in the form of discourse makers like ―ShaadiKa Video‖ or

―Salaam Mumbai‖

31

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement

The comparative analysis of the page stats show that Amul has the highest engagement rate that

is 1.48% and the Page with maximum number of likes is the Kurkure page with 3.2 Million

Likes. Both these page make high use of Code-switching in their Page communication.

The complete page metric details are available in the following table.

TABLE 5: Facebook Page Engagement Rates

Page Likes PTAT ER

Amul 1139310 16839 1.48

Nestle 5321116 31540 0.59

Kurkure 3233520 16087 0.497

Lays' 3773153 29316 0.78

Out of the total number of posts made by Amul in the month of January, 47.05% were in

Hinglish while Nestle made all the posts in English.

In case of Kurkure, 92.31% posts were in Hinglish while Lay‘s India made merely 3 out of

43posts (6.98%) in Hinglish.

The same is illustrated in the table below.

Table 6: Percentage Of Hinglish Posts

Company Page No. Of Posts Hinglish Posts English Posts Hinglish Posts as a % of

Total Posts

Amul 34 16 18 47.05

Nestle 31 0 31 0

Kurkure 52 48 4 92.31

Lay's India 43 3 40 6.98

32

Average Likes, Comments and Shares Comparison

As compared to Amul, Nestle has lesser number of average likes, comments and shares for the

English posts made. Nestle made no Hinglish posts.

Comparing the engagement levels of Hinglish posts versus English posts made by Amul, we

observe that the number of Average likes and comments are slightly higher for Hinglish posts.

But the average shares for Hinglish posts by Amul are almost 145% higher than the number of

shares for English posts.

Table 7: Engagement Metrics Analysis For Amul and Nestle

Amul Nestle

No. Of Hinglish Posts 16 0

Average Likes 1179 NA

Average Comments 26 NA

Average Shares 520 NA

No. Of English Posts 18 31

Average Likes 1518 211

Average Comments 23 6

Average Shares 212 46

As compared to kurkure, Lay‘s has higher number of average shares for Hinglish posts.

However, the number of average likes and comments remain higher in case of Kurkure.

For English posts, Kurkure has significantly higher level of engagement in terms of all three

metrics.

In case of Kurkure, the average likes for English posts are almost 100% higher than the same for

Hinglish posts. The average shares for English posts are also higher than the same for Hinglish

posts. However, the average comments per post are 3 times more than that for English posts.

In case of Lay‘s India, the average number of likes remains higher in case of English posts while

the average shares and comments remain the same in both kinds of posts.

33

Table 8: Engagement Metrics Analysis For Kurkure and Lay’s India

Kurkure Lay's India

No. Of Hinglish Posts 48 3

Average Likes 381 228

Average Comments 215 16

Average Shares 9 32

No. Of English Posts 4 40

Average Likes 760 568

Average Comments 60 16

Average Shares 67 32

Top Comments’ Language Use

In case of Amul, atleast more than 25% of the comments are in Hinglish for posts that are made

in English. In case of Hinglish posts, the comments made are atleast more than 40% make use of

code-switching.

In case of Nestle, the average number of Top comments in Hinglish is atleast 25% of the total

number of comments.

For hinglish posts, in case of Kurkure, almost 45% of the top comments are in Hinglish, 33%

comments are in English and the 22% top comments are in Hindi. In some cases, Hindi is written

in roman scripts while in some cases Devanagari script is used.

For English posts, Kurkure got an average of 54% top comments in English while almost 30%

comments are in Hinglish.

For the Hinglish posts made by Lay‘s India, 40% of the comments are in Hinglish and English

each. While in case of English posts, 60% top comments are in English while 20 % in Hinglish.

34

Table 9: Top Comments’ Language Use

Amul Nestle Kurkure

Lay's

India

No. Of Hinglish Posts 16 0 48 3

Average Hindi Comments 0 NA 2 1

Average English Comments 3 NA 3 2

Average Hinglish Comments 2 NA 4 2

No. Of English Posts 18 31 4 40

Average Hindi Comments 0 0 2 1

Average English Comments 3 3 7 3

Average Hinglish Comments 1 1 4 1

35

Discussion

The study 1 establishes the urban Indian population as being proficient in both English and

Hindi, perceiving both languages favorably. Also, while they prefer talking more of Hindi as

compared to English with Friends/Family; on social platforms they prefer a mix of more English

and less Hindi.

Additionally, English was strongly associated with sophistication, while Hindi had its strongest

associations with items that denoted belongingness. So, if the two languages are used by the

brands on their Facebook pages, then it can avail the benefit of the positive associations of both

the languages towards the brands. (Aradhana& Ahluwalia, 2008)

Also, study 2 established that code-switching occurrences are mainly observed due to following

reasons in India: Habitual expressions, Mood of the speaker, to amplify/emphasize a point, to

show identity with a group.

Brand like Amul uses code-switching to amplify/ emphasize on a given quirky statement that it

is trying to make on the current affairs. Brand like Kurkure is trying to use code-switching to

show its identity with a group or to express its mood- #chatpata

As study 1 established that on social platforms, people prefer a mix of more English and less

Hindi. Similarly, the brand with the highest engagement- Amul had a fair mix of more English

and Less Hindi (9:8) posts. Thus, it can be stated that the brands that use Hinglish to express its

view/ amplify the effect of its statement can expect a good amount of consumer engagement.

In study 3, it was noticed that though the pages had posts in English/Hinglish, the number of top

comments was atleast 20% of the total comments, which brings forth the fact that Indians use

Hinglish- intentionally or unintentionally irrespective of the tonality of the brand. However, if

the brand speaks Hinglish, not only the number of Hinglish comments but also the total number

of comments sees a great increase. The number of Hinglish comments has rarely surpassed the

number of English comments, this is evident to the fact that users prefer more English and less

Hindi mix on social platforms.

Lay‘s India though has a Hinglish tagline- har pal banaye magical; still the communication on

facebook is predominantly in English. So, despite the use of brand ambassadors like Dhoni and

Ranbir Kapoor, the engagement levels remain lower.

It has been observed by many other brands- banks, insurance policies, confectioneries, etc. that

despite having Hinglish advertising languages and Hinglish taglines, still the communication on

Facebook remains predominantly in English. This probably creates a disconnect between the real

brand image and the online image.

36

Recommendations

Brands should prefer using Hinglish on their pages as it will give them the benefit of

associations.

Also, code-switching can help them to communicate naturally and create connect with

the audience.

However, the ratio of code-switching should be such that the amount of English should

be higher than that of Hindi.

Code-switching should be used as an extension to its own brand identity and should not

be deliberate.

Feasibility of Implementation

There are various tools that measure the sentiment analysis on various Facebook pages like

Radiance6, etc. These tools are not yet programmed to pick up the code-switched words. The

variety of code-switching is humongous and thus, the implementation in terms of using Hinglish

will remain restricted till the tools to monitor and analyse the Facebook pages are programmed to

pick up Hinglish sentences and analyze the tonality of the same correctly.

37

References

Luna, David and Laura A. Peracchio (2001), ―Moderators of Language Effects in Advertising to

Bilinguals: A Psycholinguistic Approach,‖ Journal of Consumer Research, 28 (September), 284–

95.

Luna, David and Laura A. Peracchio (2005a), ―Advertising to Bilingual Consumers: The Impact

of Code-Switching or Persuasion,‖ Journal of Consumer Research, 31 (4), 760–65.

Luna, David and Laura A. Peracchio (2005b), ―Sociolinguistic Effects on Code-Switched Ads

Targeting Bilingual Consumers,‖ Journal of Advertising, 24 (2), 43–56.

Binh Tran (2009), ―Language familiarity effects on bilingual consumers' brand attitudes‖

Malik (1994), ―The sociolinguistics of code-switching of the language situation in India‖

Aradhna Krishna, Rohini Ahluwalia, 2008, ―Language Choice In Advertising To Bilinguals:

Asymmetric Effects For Multinationals Versus Local Firms‖

The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing; (David

Luna, Laura A. Peracchio, 2003)

Nair, Priyanka (2012, August 09). Hinglish – The story of Indian English. Retrieved from

http://www.exchange4media.com

PurohitJayesh (2014), ―Effective Use of Hinglish in Indian Advertisements‖, Retrieved from

http://www.afaqs.com

NayakVarun, (2014, January 7) , ―92 Million Facebook Users Makes India The Second Largest

Country [STUDY]‖, Retrieved from http://www.dazeinfo.com

Facebook Statistics, Retrieved from http://www.socialbakers.com

38

Appendix 1 Survey Questionnaire

39

Appendix 2 Survey Result (Graphs)

40

41

42

43

44

45

46

Appendix 3 Facebook Wall Posts

47

1. Find a bus to do this!!!!!.......india tour karenge!

2. "upar wala jabbi deta... deta chappar faad ke"

got placed with XYZ and ABC on the same day.... sadly have to choose only one

3. BOMB PhODnaa KiskO bOlte hain....

Jab mOrning mOrning.... THE GREAT KAMWALI bai comes and Tells that she won‘t be

coming henceforth as she is shifting to her native place.

4. Reuben watched my Shaadi ka Video and he asks, ―In the morning during haldi function you had

short hair. How come in the night during wedding ceremony you had big bun on your hair...?‖

5. Bajirao Ki Coffee..!!!

6. Happy raksha bandhan my dear brothers...

7. Marketer ke Marketing career ki shuruvaat!! — at Inorbit Mall

8. Facebook has turned into mausam vibhag..no need of weather dept i guess!!!

9. Thanks Daksha bhabhi for the "tomato soup with a twist" recipe!

10. Temperature jitna koshish karle delhi police se niche nai gir sakta

11. being with punjabi frnds is lyk full on masti tym

12. miss you dost !!!!

13. "Jidhar Apna Crush Hai, Saala, Udhar Pehle Se Hi Rush Hai."

14. We don't understand "Humko & tumko".. We prefer Tereko & Mereko...!!

15. 8:30 wala lec over... aur wo Alok ka 8:35 pe aana over.

16. Off late i'm missing one of my best person a lott, never thought you would leave the place soo

soon - missing u my Chutki missing our masti

17. bhai ticket book karlo indigo mai hi..warna nuksan ho jayega

18. The total madness after winning Match...!! khoon paisina ka faal akhir main mill hie gaya..!!

19. my sweetest niece Kashvi & youngest brother Gauransh... Mama & bhanji jodi rocking the floor

20. So finally #HCL it is!!! Lelo laptop..phablet lelo!!!...LMAO!!!

21. ABC sharing the room with you after 2 long years feels GREAT!!!!!! Mumbai bhi ab apna sa lag

raha hain!!!!!

22. Goodbye Mumbaikar's — feeling sad.

48

23. Every time before boarding train at Dadar I'll say Pehle aap .#MumbaikaResolution

24. Good morning... Salaam Bombay

25. I know what you might be thinking... Only 4.8 rating... But hey Iss Movie ne Expectations bhi toh

badha diye...

49

Appendix 4 Facebook Page Status Analysis

50

AMUL- Company Page

Likes: 1139310 PTAT: 16839 ER: 1.48%

Language Of Post

Comments Likes Shares Top Comments' Language

Hindi English Hinglish

Hinglish 8 395 33 2 2 0

English 64 5677 85 2 2 1

Hinglish 6 1337 33 0 2 3

English 78 4398 85 0 3 3

English 26 4650 355 0 1 2

Hinglish 36 3156 106 0 3 2

English 24 2379 30 0 5 0

English 21 211 811 0 2 0

English 18 703 21 0 5 0

English 10 768 21 0 4 0

English 8 505 13 0 1 0

English 11 355 2 0 2 1

English 1 98 0 0 4 0

Hinglish 35 2423 847 2 1 1

English 5 716 11 0 4 0

English 23 1669 25 2 4 1

English 26 2680 767 0 6 1

English 1 141 2 0 1 2

English 1 116 2 0 1 0

Hinglish 54 1719 466 0 4 2

English 67 2719 1459 0 5 0

Hinglish 26 1795 505 0 1 4

Hinglish 4 2099 467 0 2 2

Hinglish 36 2390 623 0 5 1

Hinglish 41 547 319 0 2 0

Hinglish 19 1293 406 1 3 2

Hinglish 12 2730 495 0 2 4

English 14 157 17 0 2 0

Hinglish 22 1110 222 0 2 2

English 10 510 109 0 4 1

Hinglish 7 1104 232 0 2 3

Hinglish 74 3246 2629 0 2 4

Hinglish 20 1711 497 0 4 2

Hinglish 13 1411 446 0 3 2

51

Nestle India- Company Page

Likes: 5321116 PTAT: 31540 ER: 0.59%

Language Of Post

Comments Likes Shares Top Comments' Language

Hindi English Hinglish English 13 379 67 0 8 0

English 1 37 1 0 1 0

English 0 65 2 0 0 0

English 30 157 22 0 15 0

English 9 334 33 0 5 1

English 0 153 43 0 0 0

English 5 280 79 0 4 1

English 3 121 51 0 3 0

English 3 265 50 0 3 0

English 0 104 11 0 0 0

English 23 326 37 0 8 0

English 6 196 140 2 3 1

English 5 343 107 0 5 0

English 2 123 38 1 1 0

English 1 52 2 2 1 0

English 19 585 124 1 14 4

English 1 47 1 0 1 0

English 22 135 19 0 3 0

English 2 154 44 0 1 1

English 4 185 69 1 2 1

English 0 190 57 0 0 0

English 15 576 164 0 7 5

English 0 71 1 0 0 0

English 6 272 40 0 6 0

English 13 98 12 0 2 1

English 4 149 27 0 2 0

English 4 212 27 0 4 0

English 1 111 30 0 1 0

English 4 379 69 0 2 2

English 0 91 13 0 0 0

English 3 344 51 0 2 1

52

KURKURE

Likes: 3233520 PTAT: 16087 ER: 0.497%

Language Of Post

Comments Likes Shares Top Comments' Language

Hindi English Hinglish

English 31 1155 279 3 14 6

Hinglish 8 437 45 0 2 4

English 103 596 2 2 3 4

English 15 1083 39 1 9 3

Hinglish 7 553 13 1 1 2

Hinglish 15 780 24 1 6 3

Hinglish 51 639 14 4 1 5

English 13 550 3 1 5 6

Hinglish 13 742 11 0 5 3

English 140 415 11 1 2 3

Hinglish 128 242 2 5 2 7

Hinglish 891 401 3 0 6 8

Hinglish 1041 389 13 0 5 10

Hinglish 410 546 3 7 0 4

Hinglish 15 583 18 1 5 10

Hinglish 985 513 28 3 1 2

Hinglish 517 254 3 0 1 2

Hinglish 224 220 1 1 2 4

Hinglish 604 248 11 0 4 3

Hinglish 1172 746 21 0 2 2

Hinglish 1 93 2 0 0 1

Hinglish 31 188 0 2 5 6

Hinglish 1426 713 30 2 2 10

Hinglish 109 227 0 3 4 8

Hinglish 195 257 3 4 5 2

Hinglish 3 261 0 0 1 2

Hinglish 21 842 48 8 4 6

Hinglish 327 238 1 0 2 0

Hinglish 326 176 2 0 2 4

Hinglish 124 189 1 0 1 0

Hinglish 27 150 0 1 2 4

Hinglish 15 504 15 2 6 1

Hinglish 14 322 1 3 4 5

Hinglish 76 146 1 0 4 0

53

Hinglish 73 171 3 0 2 0

Hinglish 18 672 25 1 1 5

Hinglish 112 523 2 4 2 2

Hinglish 4 102 1 3 0 1

Hinglish 32 114 1 2 6 5

Hinglish 19 517 1 1 1 5

Hinglish 36 525 2 5 0 4

Hinglish 13 567 17 4 3 0

Hinglish 4 681 14 0 4 0

Hinglish 18 50 0 1 5 0

Hinglish 293 182 12 8 7 2

Hinglish 123 140 2 1 3 0

Hinglish 154 84 1 0 2 0

Hinglish 3 438 4 2 0 0

Hinglish 205 504 4 0 1 1

Hinglish 14 443 2 0 0 1

Hinglish 45 70 0 0 2 3

Hinglish 153 523 18 2 0 0

54

Lays' India

Likes: 3773153 PTAT: 29316 ER: 0.78%

Language Of Post

Comments Likes Shares Top Comments' Language

Hindi English Hinglish

English 10 692 32 1 2 0

Hinglish 14 374 3 3 2 5

English 32 322 3 2 5 3

Hinglish 8 272 23 1 2 1

English 40 790 20 0 2 0

English 6 329 12 1 3 2

English 1 48 0 0 1 0

English 1 176 0 0 1 0

English 60 2297 203 3 7 12

English 1 196 1 1 0 0

English 49 1693 0 2 5 1

English 5 312 2 1 0 1

English 1 55 3 0 1 0

English 3 266 1 0 1 1

English 8 389 3 0 7 1

English 194 7706 827 6 10 4

English 3 62 0 0 3 0

English 1 196 1 0 1 0

English 6 264 1 1 3 0

English 6 196 2 0 5 1

English 5 119 16 0 5 0

English 2 169 1 1 1 0

English 10 254 3 1 4 0

English 4 183 2 0 3 0

English 8 340 2 0 5 2

English 8 140 6 0 2 0

English 1 216 2 0 1 0

English 2 80 0 0 1 1

English 14 557 17 0 6 1

English 15 333 13 1 8 2

English 11 407 12 1 4 2

English 5 449 4 0 1 3

English 26 508 11 1 8 3

English 6 96 4 0 4 0

55

English 4 134 1 2 1 0

English 10 112 13 0 3 0

English 32 423 15 1 1 0

English 9 362 5 0 2 0

Hinglish 2 37 0 0 2 0

English 1 40 1 0 1 0

English 9 294 2 0 2 0

English 29 966 30 0 2 0

English 18 541 15 0 1 1

56

Appendix 5 Facebook Page- Posts Glimpse

57

AMUL

58

Kurkure

59

NESTLE

60

Lay’s India

61