The Influence of English Language Use in Digital Marketing Content on Consumer Review Behaviour on E-Commerce Platforms

AbstractThe rapid expansion of digital marketing has compelled firms to pay increasing attention to how they communicate with consumers in online environments. One critical element in this context is language choice, particularly the use of English, which is frequently associated with professionalism, modernity, and international market orientation. This study aims to examine how the use of English in digital marketing content influences consumer review behaviour on e-commerce platforms.This research adopts a quantitative approach by utilising secondary data derived from publicly available product descriptions and consumer reviews. The sample consists of 120 products with a total of 1,480 consumer reviews. Simple linear regression analysis is employed to test the effect of English language use in digital marketing content on consumer review behaviour.The findings reveal that the use of English in digital marketing content has a positive and statistically significant effect on consumer review behaviour. This influence is reflected in higher product ratings, more positive review sentiment, and greater consumer engagement, as evidenced by more informative and extensive reviews. These results suggest that English functions not merely as a communication tool but also as a strategic instrument for shaping perceptions of product credibility and professionalism.The study offers important implications for digital marketing strategy and business management literature, particularly by providing empirical evidence on the role of language in influencing consumer participation and evaluative behaviour in e-commerce contexts. Keywords: digital marketing, English language, review behaviour, e-commerce, consumer behaviour