Wan Khadijah Wan Shaifuddin, Zaemah Abdul Kadir, Faizah Mohamad, Elia Johar
{"title":"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","authors":"Wan Khadijah Wan Shaifuddin, Zaemah Abdul Kadir, Faizah Mohamad, Elia Johar","doi":"10.5296/ijl.v15i5.21402","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":46577,"journal":{"name":"International Journal of American Linguistics","volume":null,"pages":null},"PeriodicalIF":0.2000,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Crafting Persuasive Language Strategies: An Analysis of Malaysian Cosmetic Brands' TikTok Marketing\",\"authors\":\"Wan Khadijah Wan Shaifuddin, Zaemah Abdul Kadir, Faizah Mohamad, Elia Johar\",\"doi\":\"10.5296/ijl.v15i5.21402\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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. 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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.
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.