Southern expression
Usually pronounced as follows:

Aww, heeell yeah-us!

It is a strong affirmative, often shouted at sporting events, including college football and Nascar.

Less frequently, but still popular usage:
out of respect, while listening to good blues (said in hushed tones) as in- "oh, hell yes."

Last, but not least, sometimes used as a way of communicating pleasure, when with that special someone.

Oh, hell yes.

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