The Influence of Linguistic Manipulations in Online Brand Communication

This research explores the impact of linguistic manipulations in online brand communication. It highlights that language is influenced by culture and shaped by society. The study examines various linguistic techniques and features that affect readers and investigates their effectiveness in influencing audience decisions. The research identifies effective techniques such as pronunciation, help sections, and text layout, as well as psychological language like personal pronouns and exclusive words. It conducts 101 persuasion tests with 200 participants, yielding 4049 valid records and suggesting six major manipulation strategies. The findings provide a comprehensive understanding of linguistic manipulations in online marketing and offer guidance for commercial writers. It also enhances awareness and critical thinking about online commercial information. Further research could explore the use of manipulation strategies in different online marketing platforms and examine the line between persuasive and misleading tactics.