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Persuasive linguistic tricks in social media marketing communication—The memetic approach
- Source :
- PLoS ONE, Vol 16, Iss 7, p e0253983 (2021), PLoS ONE
- Publication Year :
- 2021
- Publisher :
- Public Library of Science (PLoS), 2021.
-
Abstract
- The paper reports the results of a study into the use of linguistic cues defined as Persuasive Linguistic Tricks (PLT) in social media (SM) marketing communication. It was assumed that the content shared on Social Networking Sites (SNS) could be perceived as specific sets of meanings (memeplexes), where a single component, also PLT, may function as their part. Following an original typology of PLT, created based on an emotional factor, the research focused on whether and how the number of positive, neutral and negative PLT used in Facebook posts impacted the behaviour of content recipients. These activities, including liking, commenting and sharing, are strictly connected with post spreading and range. The data analysis focused on 167 Facebook posts shared by five leading Polish travel agencies and 1911 responding comments. The quantitative content analysis method and Spearman’s correlation tests were used. A relationship was observed between the number of emotionally positive and neutral PLT and the increase in the range of content with these PLT. The use of PLT by post recipients was also observed in their comments. This phenomenon is possibly related to the memetic nature of PLT. From the perspective of marketing messages, the obtained results contribute to and guide the textual content-building with a high spreading potential owing to the memetic capability of PLT. Further elaborations were made on the assumption for the evolutionary approach in social media content transfer and its processing.
- Subjects :
- Typology
Computer and Information Sciences
Facebook
Science
media_common.quotation_subject
Emotions
Social Sciences
Semantics
Social Networking
Sociology
Phenomenon
0502 economics and business
Psychology
Humans
Social media
Function (engineering)
Language
media_common
Marketing
Behavior
Multidisciplinary
Communication
05 social sciences
Perspective (graphical)
Cognitive Psychology
Biology and Life Sciences
Social Communication
Quantitative content analysis
Linguistics
Communications
Social media marketing
Social Networks
Cognitive Science
Medicine
050211 marketing
Social Media
Network Analysis
050203 business & management
Research Article
Neuroscience
Subjects
Details
- ISSN :
- 19326203
- Volume :
- 16
- Database :
- OpenAIRE
- Journal :
- PLOS ONE
- Accession number :
- edsair.doi.dedup.....be5dc8c112230484a93d6e4d3a8d2378