Language offers additional insights to sentiment and content. The same content can be described with psychologically
close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological distance
influences decision-making. Seven of the eight examined brands psychologically approach customers with their English
brand language but psychologically distance themselves from customers with their German brand language on Twitter.
Only one brand shows no psychological distance difference between their English and German brand language on Twitter. Implications on decision-making and brand positioning are discussed.