Decoding social media speak: developing a speech act theory research agenda

Ludwig, Stephan; Ruyter, Ko de

doi:10.1108/jcm-04-2015-1405

Cited by 36 publications

(33 citation statements)

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“…to the audience or customers. The analysis in this study uses directive illocutionary speech acts analysis where methodologically, the main premise is text based on the assumption that the frequency of words and certain concepts in the text is a relative measure, where this is in the attention or emphasis [11]. This speech act includes orders, command, requests, and giving suggestions which can be in the form of positive and negative sentences [2].…”

Section: Research Resultsmentioning

confidence: 99%

Illocutionary Acts of Directive on Lazada_Id Advertising in the Instagram

Albab¹,

Setiawan²

2019

Proceedings of the International Conference on Interdisciplinary Language, Literature and Education (ICILLE 2018)

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This study aims to analyze the Lazada_Id advertising text from pragmatic point of view through classifying and describing which is focused in the illocutionary speech acts with directive categories. Where the directive category has several types such as: command, orders, requests, and suggestions. This study also aims to provide one thing that is different from research on speech acts. However, this research is not the only research on speech acts that studies data in the form of writing. This study focused on Lazada_Id advertising on social networks (Instagram) and it can be ascertained that this study displays a different side of previous studies. From the research conducted, it was found that directive illocutionary speech acts with command, request, order, and suggestion types are suitable to use in attracting consumers to read and see status or photos, videos displayed by Lazada because they provide a curious impact on consumers. From research conducted that text on Lazada_Id advertisement identified uses many illocutionary directive texts to provide clarity to consumers and society in general.

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Section: Research Resultsmentioning

confidence: 99%

Illocutionary Acts of Directive on Lazada_Id Advertising in the Instagram

Albab¹,

Setiawan²

2019

Proceedings of the International Conference on Interdisciplinary Language, Literature and Education (ICILLE 2018)

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“…However, the advent of SM transformed this process into two-way communication. In other words, SM platforms are tools which help both the individual and institutional users to conduct a dialogue; individuals can not only receive a message, but also respond to it instantly (Floreddu & Cabiddu, 2016;Ludwig & De Ruyter, 2016). What is more, digital consumers very often participate in the production process via SM, thus becoming a prosumer (an active consumer in the production process) (Chandler & Chen, 2015;Hofacker, Malthouse, & Sultan, 2016).…”

Section: Business Models In the Context Of Digitalizationmentioning

confidence: 99%

“…Referring to the uses and gratification theory, Whiting and Williams (2013), identified ten most common uses and gratifications of SM, which are: 'social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others' (p. 368). When it comes to communication, individuals use SM for various purposes and these can be divided into interpersonal and marketing communication (Floreddu & Cabiddu, 2016;Ludwig & De Ruyter, 2016). For example, communicating with friends and relatives (Cabosky, 2016); conveying information about products among their users (Chu & Kim, 2011); gathering information about products, brands, etc.…”

Section: Social Media Usage and Cross Country Perspectivementioning

confidence: 99%

“…Kucukemiroglu & Kara, 2015;Erkan & Evans, 2016); sharing an opinion about goods, primarily when they appeared to be low quality (e.g. Balaji, Khong, & Chong, 2016), making contact with companies (via SM profiles) Ludwig & De Ruyter, 2016;Floreddu & Cabiddu, 2016); and belonging to fan groups (through SM profiles) of a particular company (Floreddu & Cabiddu, 2016;Finne & Grönroos, 2017;Mazurek, Korzyński, & Górska, 2019), etc.…”

Section: Social Media Usage and Cross Country Perspectivementioning

confidence: 99%

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Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

Bartosik‐Purgat

2019

EBER

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A B S T R A C T Objective:The main objective of this article is to identify social media (SM) usage in communication between individual consumers and producers in different countries. The considerations in the article are focused on consumers' perspective. Research Design & Methods:The article takes a deductive approach and the aim is to answer two research questions: For what purpose do consumers communicate with companies via SM? Does the frequency of using the most popular SM in the researched countries influence the range of using them in marketing communication? Three research techniques were used in the exploratory empirical study: FGI (pilot study), PAPI and CAWI (main study). The analysis is based on both literature studies and empirical data, collected in several countries (China, Poland, Turkey, the United States). Findings: Results of the exploratory study showed that consumers from the researched countries communicate via SM with producers for different purposes. Some of them look for discounts and information about a product or brand, whilst others also take into account adverts presented by companies on SM, as well as information about company events. Implications & Recommendations: As a result, the findings can be utilised by numerous different groups of stakeholders (such as companies and institutions), in particular companies using SM for marketing communication in foreign markets. The results showed the way of using social media by consumers and that is why they can be advice for producers how to use them in the communication with their customers. Contribution & Value Added: The content of the article is significant, up to date, and original due to the fact that it focuses on current marketing communication issues. Article type:research article

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“…Min(e)d your languageA key characteristic of the digital space, often attributed to platforms like Facebook, LinkedIn, and Twitter are online conversations as people communicate and interact with friends, family, colleagues, complete strangers, and, yes, businesses. Marketers have had to change the way in which they listen to the voice of the customer, as the large majority of the data is unstructured (i.e., verbatim and increasingly visual) and firms are reliant on the development of new analytical methods to decode 'social speak'(Ludwig and de Ruyter 2016). The good news is that most of the data is both more readily accessible and that the diagnosticity of these methods is superior to that of old school data collection methods, such as surveys and experimental designs.…”

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confidence: 99%

When Nothing is What it Seems: A Digital Marketing Research Agenda

Ruyter

Keeling

Ngo

2018

Australasian Marketing Journal

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Digital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers. Framing the picture Rene Magritte, painter, philosopher and marketer avant-la-lettre, is perhaps most famous for his series of paintings called the Treachery of Images. The centrepiece of the series is a detailed picture of a pipe and has as its pay-off slogan, "Ceci n'est pas une pipe" (This is not a pipe). This masterpiece of Surrealism that challenges the convention that objects correspond to words and images invokes the tensions between life and art, truth and fiction, and reality and irreality. In today's digital marketing landscape, Magritte's insistence that nothing may be what it seems is perhaps more important than ever. The growing momentum of digitization and the scale of disruption associated with it has had a profound impact on current marketing practice. Both as a painter and advertising executive, Magritte would argue that Uber is not a taxi company, Airbnb is not a hotel, Bitcoin is not a bank, Cleo (.com) is not a person and that YouTube is not TV. These observations reflect that firms have embraced interactive technologies to engage with their customers and disintermediation has shortened the distance and time-to-market, while increasing the scope for one-to-one communication on a mass scale, deploying Big Data analytics. In turn, social mediaempowered consumers are now connected to other consumers and co-create and distribute branded content which is increasingly visual and selfie-centred. The reality of customer experiences is augmented and most consumers are happy to suspend their disbelief when chatting with virtual employees powered by machine learning. This digital surrealism comes with its own tensions. Firms are still locked into annual planning cycles for strategy development with a habitual execution phase by the end of Q3. Consequently, only a small minority feels that their current business models meet the agility and flexibility needs of a marketplace that keeps digitizing at lightning speed. At the same time, advances in knowledge struggle to keep up with the accelerating complexity of marketing practice. There is a paucity of paradigms that can help guiding digital marketing

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Decoding social media speak: developing a speech act theory research agenda

Cited by 36 publications

References 63 publications

Illocutionary Acts of Directive on Lazada_Id Advertising in the Instagram

Illocutionary Acts of Directive on Lazada_Id Advertising in the Instagram

Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

When Nothing is What it Seems: A Digital Marketing Research Agenda

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