Keywords
persuasive speech acts, influencer marketing, online advertising, consumer behavior, directives, assertives, emotional connection.
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.