Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach

Sumarlam and Djatmika and Yuli Widiana and Sri, Budiyono (2024) Persuasive Speech Act Strategies of Online Fashion Sellers in Live E-Commerce: A Cyberpragmatics Approach. Theory and Practice in Language Studies, 14 (11). pp. 3385-3393. ISSN 1799-2591

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Abstract

Through cyberpragmatics outlook, this study explores the persuasive speech act techniques utilized by online fashion vendors during live e-commerce sessions. The study investigates how sellers utilize persuasive strategies in digital communication to influence consumer behavior and increase revenue. A mixed- methods approach is employed so that the research combines qualitative content analysis of live selling sessions with quantitative measures of engagement and conversion rates. Important discoveries show that sellers frequently use a combination of assertive, expressive, directive, commissive, and phatic speech acts, which are adapted to the dynamic and interactive nature of real-time e-commerce platforms. The implications for both sellers and digital marketing strategists underscore the importance of adaptive communication techniques in enhancing consumer engagement and optimizing sales outcomes. Furthermore, the persuasive strategies emphasize the importance of using visual aids, real-time client engagement, and personalized marketing tactics. This research contributes to the understanding of digital persuasion in e-commerce and offers insights into the evolving landscape of online retail communication. Index Terms—persuasive, speech act, cyberpragmatics, online seller, live e-commerce

Item Type: Article
Subjects: L Education > L Education (General)
Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pend. PPKn
Depositing User: Unwidha Perpustakaan Unwidha
Date Deposited: 08 Apr 2025 02:02
Last Modified: 08 Apr 2025 02:02
URI: http://repository.unwidha.com:880/id/eprint/4142

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