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PERSUASIVE SPEECH ACTS IN ONLINE ADVERTISING AND INFLUENCER
MARKETING
Azimova Sayyora Khusanboyevna
Senior Lecturer, Fergana State University, Uzbekistan.
Madaminova Sabinabegim Bakhromjon kizi
Master’s degree student, Fergana State University, Uzbekistan.
https://doi.org/10.5281/zenodo.15449588
Abstract. This article examines persuasive speech acts in online advertising and
influencer marketing, focusing on how influencers employ assertive, expressive, directive, and
commissive speech acts to engage and persuade audiences. The study, after reviewing the
existing literature, highlights the role of these linguistic strategies in building trust, emotional
connection and consumer behaviour. The findings underscore the significance of speech acts in
enhancing the effectiveness of influencer marketing and shaping purchasing decisions.
Keywords: persuasive speech acts, influencer marketing, online advertising, consumer
behavior, directives, assertives, emotional connection.
Аннотация. В статье рассматриваются убедительные речевые акты в онлайн-
рекламе и маркетинге с участием влиятельных личностей, с акцентом на то, как
влиятельные личности используют утвердительные, экспрессивные, директивные и
коммиссивные речевые акты для вовлечения и убеждения аудитории. Анализ
существующей литературы показывает роль этих лингвистических стратегий в
формировании доверия, эмоциональной связи и потребительского поведения. Результаты
подчеркивают важность речевых актов для повышения эффективности маркетинга с
участием влиятельных личностей и формирования покупательских решений.
Ключевые слова: убедительные речевые акты, маркетинг с участием
влиятельных личностей, онлайн-реклама, потребительское поведение, директивы,
утвердительные акты, эмоциональная связь.
Annotatsiya. Ushbu maqolada onlayn reklama va influencer marketingidagi ta’sirchan
nutq harakatlari tahlil qilinadi, bu yerda influencerlar auditoriyani jalb qilish va ishontirish
uchun assertiv, ekspressiv, direktiv va komissiv nutq harakatlaridan qanday foydalanayotgani
ko‘rib chiqiladi. Mavjud adabiyotlarni tahlil qilish orqali ushbu lingvistik strategiyalarning
ishonch, hissiy bog‘lanish va iste’molchi xulqini shakllantirishdagi roli aniqlanadi. Natijalar
nutq harakatlarining influencer marketingining samaradorligini oshirish va xarid qilish
qarorlarini shakllantirishdagi ahamiyatini ta’kidlaydi.
Kalit so‘zlar: ta’sirchan nutq harakatlari, influencer marketingi, onlayn reklama,
iste’molchi xulqi, direktivlar, assertivlar, hissiy bog‘lanish.
Introduction
Persuasive speech acts play a pivotal role in shaping consumer behavior, particularly in
the context of online advertising and influencer marketing. The dynamic interaction between
influencers and their audience through various speech acts, such as assertives, expressives,
directives, and commissives, has transformed traditional advertising strategies. As online
platforms like YouTube, Instagram, and live e-commerce sessions become central to brand
promotion, understanding the linguistic and persuasive tactics used by influencers is essential to
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recognizing how they influence consumer decisions. This article explores the role of persuasive
speech acts in influencer marketing and online advertising, focusing on their impact on consumer
trust, engagement, and purchasing behavior.
Methodology
The methodology used in this study involved an analysis of existing literature on
persuasive speech acts in online advertising and influencer marketing. This comprehensive
review examined studies that focus on speech act theory, persuasive communication, and the
strategic use of language in digital marketing. The data was collected from open-access sources,
including peer-reviewed journals, academic articles, and industry reports, to understand the
linguistic features and persuasive strategies employed by influencers across various platforms.
Results
In recent years, persuasive speech acts in online advertising, particularly in influencer
marketing, have become increasingly central to shaping consumer behavior. A comprehensive
analysis of speech acts within platforms like YouTube reveals distinct patterns in how
influencers utilize assertive, expressive, commissive, and directive speech acts to persuade
audiences. Assertive speech acts, which dominate influencer marketing videos, account for 56%
of the total acts, serving primarily to inform the audience about product details, such as features,
packaging, and price. This detailed approach, often surpassing the brevity of traditional TV
commercials, builds trust by offering comprehensive insights into the product. Such a strategy
reflects the findings of Chen, Li, and Sun (2023), who emphasize the informative function of
assertive speech acts in modern online advertising. In contrast to traditional advertisements,
which tend to be brief and less informative, influencer videos position themselves as more
engaging and persuasive by providing extensive product knowledge, which in turn fosters a
deeper connection with the audience.
Expressive speech acts, making up 26% of speech acts in influencer videos, play a
significant role in establishing emotional connections with viewers. As Chen, Li, and Sun (2023)
highlight, influencers often share personal reactions or honest critiques of products, which
enhances their credibility and relatability. This emotional engagement is especially powerful in
the context of influencer marketing, where authenticity and trust are key. The direct expression
of feelings and opinions about the product serves as a persuasive tool by making the viewer feel
that the influencer is not simply endorsing the product for monetary gain but is genuinely
involved in the product's benefits. In this way, influencer marketing taps into emotional
persuasion, distinguishing itself from traditional advertisements that often rely on pure product
promotion without fostering emotional connections.
The strategic use of commissives (10.1%) and directives (7.4%) further amplifies the
persuasive effect of influencer videos, as noted by Chen et al. (2023). Commissives, which
prepare the audience for future actions or product uses, ensure sustained engagement throughout
the video. Directives, on the other hand, encourage specific behaviors, such as subscribing to the
channel or interacting with the content. These speech acts are crucial in guiding the audience
through the product experience. In YouTube videos, for instance, directives like "Look at that
base, honey" direct attention to particular product features, increasing the likelihood of viewer
engagement with the product. Such interactivity is not as pronounced in traditional
advertisements, where viewer involvement is often passive. Proactively guiding viewers and
encouraging interaction, influencer marketing fosters deeper immersion and persuasion.
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In addition to speech acts, the linguistic strategies employed in social media platforms
such as Instagram further enhance the persuasive nature of influencer marketing. Hidarto (2021)
explores how emphatic enumeratives, such as "not only... but" or "plus," amplify the positive
qualities of products. These phrases, often paired with personal pronouns like "I" or "you," create
a conversational and intimate tone that strengthens the interpersonal connection between the
influencer and the viewer. When talking about personal experiences with products, influencers
use first-person pronouns to evoke trust and credibility. This approach not only highlights the
ideational function of persuasion by focusing on the product’s positive qualities but also fulfills
the interpersonal function by making the advertisement feel like a personal recommendation
rather than a commercial pitch. The informal style of discourse, including the use of contractions
and emojis, also diminishes the distance between the influencer and the audience, contributing to
a more persuasive and approachable communication style.
The effectiveness of these persuasive strategies is further enhanced by the visual elements
incorporated into the advertisements. Hidarto (2021) notes that in beauty ads, for example, close-
up shots of the influencer’s face, combined with soft color tones, help reinforce the personal
connection to the product. Similarly, in fashion or food advertisements, visual elements are used
to highlight either the influencer or the product itself. These multimodal strategies, when
combined with persuasive speech acts, create a compelling narrative that positions the product as
an integral part of the influencer’s lifestyle. This synergy between language and visuals works to
enhance the persuasive effect of the speech acts, motivating consumers to adopt similar
behaviors or make purchasing decisions based on the influencer's endorsement.
Prastio et al. (2024) further examine the role of indirect speech acts in online advertising,
particularly within the context of platforms like Shopee. They explore how influencers and
advertisers use indirect directives to subtly persuade viewers. In one example, a parody involving
the President of Indonesia asking, "Where is the bicycle?" serves not only as a casual inquiry but
as an indirect persuasive act, promoting the Shopee platform’s efficiency and convenience. This
strategy highlights how indirect directives, by invoking authority and familiarity, can create trust
and subtly influence consumer decisions. In influencer marketing, such indirect speech acts are
often employed to recommend products or create a sense of urgency, without overtly directing
the viewer to make a purchase. This technique plays on social dynamics, where the authority or
credibility of the influencer or spokesperson can lead the audience to act in a way that aligns
with the persuasive intent.
The indirect nature of these speech acts also aligns with Fletcher-Brown et al. (2024),
who explore the role of consumer speech acts in driving social change through brand activism.
They emphasize the power of emotions like anger, guilt, and shame, which are often used
in persuasive campaigns to mobilize audiences around a cause. In influencer marketing, these
emotions can be leveraged to create persuasive messages that resonate with consumers on a
deeper level. For example, when an influencer expresses outrage over a social or environmental
issue, it can spur the audience to engage with the brand in a way that goes beyond mere
consumption. This type of emotional engagement is often more effective than traditional
advertising, as it taps into the viewer’s values and motivates action.
Stepaniuk and Jarosz (2021) further explore how emotionally charged persuasive
linguistic tricks (PLT) influence consumer behavior on social media. They demonstrate that
emotionally neutral and positive PLTs are particularly effective in increasing consumer
engagement, such as likes, comments, and shares.
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In influencer marketing, these PLTs can be used to subtly shape perceptions of products
and brands. For instance, during a live e-commerce session, a seller might use positive language
or emotional appeals to increase viewer engagement and prompt purchases. The study suggests
that aligning language use with consumer emotions and seasonal trends can significantly
enhance marketing effectiveness, highlighting the importance of using the right tone at the right
time to increase consumer involvement.
Sumarlam et al. (2024) examine the real-time engagement strategies employed by sellers
in live e-commerce sessions, revealing the adaptability of persuasive speech acts in online
advertising. They show that assertive, expressive, directive, and commissive acts are all
strategically employed to drive consumer behavior. For instance, assertive acts might present
factual claims about a product, while expressive acts convey the seller's enthusiasm and
confidence in the product. Directives urge viewers to make a purchase, and commissives promise
benefits or incentives. Phatic speech acts, which maintain the interaction and foster a sense of
community, further enhance viewer engagement. This blend of speech acts not only engages
consumers but also fosters a sense of real-time connection between the seller and the audience,
making the persuasive message more immediate and compelling.
Persuasive speech acts in online advertising, especially within influencer marketing, are
multifaceted and highly effective in shaping consumer behavior. The combination of assertive,
expressive, commissive, and directive speech acts, along with strategic visual elements and
emotional appeals, creates a persuasive communication environment that is more interactive and
relatable than traditional advertising. Influencers use these speech acts to build trust, engage
viewers, and encourage purchasing decisions, often with a personal touch that makes the
advertisement feel like a genuine recommendation. As demonstrated by the studies of Chen et al.
(2023), Hidarto (2021), Prastio et al. (2024), Fletcher-Brown et al. (2024), Stepaniuk and Jarosz
(2021), and Sumarlam et al. (2024), the strategic use of language and visuals in online
advertising represents a powerful tool for influencing consumer behavior and reshaping
marketplace dynamics.
Discussion
One of the key findings from the literature is the prominence of assertive speech acts in
influencer marketing. Studies show that assertives, which convey factual information about
products or services, are the most dominant speech act in influencer content, especially on
platforms like YouTube. For example, influencers often describe the features and benefits of a
product in detail, thus fostering trust by providing transparent information. This trend highlights
how influencers have shifted away from the brief, one-way communication style of traditional
advertising, making their content more informative and engaging. Assertive speech acts,
combined with emotional expressives, create a balanced persuasive effect that not only informs
but also connects emotionally with the audience.
Another important observation is the use of indirect speech acts, particularly in the form
of directives and commissives, in influencer marketing campaigns. These speech acts encourage
specific consumer behaviors, such as making a purchase or engaging with content, without
overtly commanding the audience. Indirect directives, such as "Don’t miss out" or "Limited-time
offer," subtly create a sense of urgency and exclusivity, making the audience feel compelled to
act. Similarly, commissives, where influencers promise certain outcomes or benefits (e.g.,
"You’ll love this"), create a bond of trust between the influencer and their followers, further
enhancing the persuasive power of the message.
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These strategies are effective in creating a more interactive and immersive experience,
particularly in live e-commerce settings, where the real-time interaction allows influencers to
adapt their speech acts to maintain audience engagement.
Conclusion
In conclusion, persuasive speech acts are integral to the success of online advertising and
influencer marketing. The strategic use of assertive, expressive, directive, and commissive
speech acts enhances the persuasive power of influencer content, fostering trust, emotional
connection, and engagement with the audience. As the landscape of digital marketing continues
to evolve, understanding the linguistic techniques and speech act strategies employed by
influencers is crucial for designing effective advertising campaigns. This research underscores
the importance of a nuanced approach to persuasion, where the blend of informative content and
emotional appeal creates a compelling narrative that influences consumer behavior.
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Fletcher-Brown, J., Middleton, K., Thompson-Whiteside, H., Turnbull, S., Tuan, A., &
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Hidarto, A. (2021). The persuasive language of online advertisements featuring social
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