ABSTRACT
Nowadays, it is common for companies, in search of new markets in the international context, to use social networks and the English language to promote their brands, using communication as one of the main marketing tools. Considering that language affects the coding, storage and retrieval of information in memory, this article proposes, from the interface between neurosciences and communication, the promotion of a critical reflection on the use of foreign languages as a conditioning aspect of communication and customer loyalty in social networks of a brand—be it Instagram, website or Facebook, in particular, pointing out the possible impact of this type of communication on the relationship with the Brazilian consumer.
