制定有说服力的语言策略:马来西亚化妆品品牌的TikTok营销分析

IF 0.2 4区 文学 0 LANGUAGE & LINGUISTICS International Journal of American Linguistics Pub Date : 2023-10-16 DOI:10.5296/ijl.v15i5.21402
Wan Khadijah Wan Shaifuddin, Zaemah Abdul Kadir, Faizah Mohamad, Elia Johar
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引用次数: 0

摘要

在竞争激烈的市场中,有效的说服能让品牌脱颖而出。能够有效说服客户的公司往往会通过占据更大的市场份额而超越竞争对手。本研究探讨了阐述-似然模型在TikTok上的应用,这是一个阐明说服过程中的认知过程的双过程理论,包括中央和外围加工路线。本研究的目的是调查卖家如何将阐述-可能性模型纳入卖家的TikTok视频,以及使用的说服语言类型。采用定性描述方法对三个选定的TikTok卖家账户中的三个TikTok视频进行分析。本研究将采用文献法收集数据,并采用内容分析法对数据进行分析。调查结果显示,整个样本中使用了17种说服语言,其中简单解决方案的使用频率最高,被所有TikTok帖子使用。这项研究的意义是双重的。首先,它将阐明说服技术对信息接收的深刻影响,从而帮助数字营销人员了解受众的认知过程,促进最有效策略的使用。其次,它将通过扩大说服和谈判领域的知识,为语言学的学术领域做出贡献。此外,它将在社会中培养媒体素养,使个人能够做出明智的决定。
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Crafting Persuasive Language Strategies: An Analysis of Malaysian Cosmetic Brands' TikTok Marketing
In a competitive marketplace, effective persuasion sets a brand apart. Companies that can persuade customers effectively tend to outperform their competitors by capturing a larger share of the market. This study delves into the application of the Elaboration-Likelihood Model on TikTok, a dual-process theory elucidating cognitive processes during persuasion, encompassing central and peripheral processing routes. The aims of this study are to investigate how the Elaboration-Likelihood Model is incorporated in sellers’ TikTok videos, and the types of language of persuasion used. A qualitative descriptive method was employed to analyse three TikTok videos from three selected TikTok seller accounts. A documentary technique will be used to collect data for the study, and a content analysis method will be carried out for the data analysis. Findings show that there are 17 types of language of persuasion employed throughout the sample, with Simple Solutions having the highest frequency, employed by all the TikTok posts. The implications of this study are twofold. Firstly, it will illuminate the profound influence of persuasion techniques on message reception, thereby aiding digital marketers in comprehending their audience's cognitive processes and facilitating the utilization of the most effective strategies. Secondly, it will contribute to the academic field of linguistics by expanding knowledge in the realm of persuasion and negotiation. Additionally, it will foster media literacy within society, empowering individuals to make informed decisions.
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来源期刊
CiteScore
0.60
自引率
0.00%
发文量
50
期刊介绍: International Journal of American Linguistics is a world forum for the study of all the languages native to North, Central, and South America. Inaugurated by Franz Boas in 1917, IJAL concentrates on the investigation of linguistic data and on the presentation of grammatical fragments and other documents relevant to Amerindian languages.
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