Crafting Persuasive Language Strategies: An Analysis of Malaysian Cosmetic Brands' TikTok Marketing

Abstract

In a competitive marketplace, effective persuasion sets a brand apart. Companies that can persuade customers effectively tend to outperform their competitors by capturing a larger share of the market. This study delves into the application of the Elaboration-Likelihood Model on TikTok, a dual-process theory elucidating cognitive processes during persuasion, encompassing central and peripheral processing routes. The aims of this study are to investigate how the Elaboration-Likelihood Model is incorporated in sellers’ TikTok videos, and the types of language of persuasion used. A qualitative descriptive method was employed to analyse three TikTok videos from three selected TikTok seller accounts. A documentary technique will be used to collect data for the study, and a content analysis method will be carried out for the data analysis. Findings show that there are 17 types of language of persuasion employed throughout the sample, with Simple Solutions having the highest frequency, employed by all the TikTok posts. The implications of this study are twofold. Firstly, it will illuminate the profound influence of persuasion techniques on message reception, thereby aiding digital marketers in comprehending their audience's cognitive processes and facilitating the utilization of the most effective strategies. Secondly, it will contribute to the academic field of linguistics by expanding knowledge in the realm of persuasion and negotiation. Additionally, it will foster media literacy within society, empowering individuals to make informed decisions.