ANALYZING DISCOURSE ON SOCIAL MEDIA: HOW INFLUENCERS SHAPE CONSUMER BEHAVIOR THROUGH LANGUAGE

Abstract

This study applies Critical Discourse Analysis (CDA) to examine the linguistic strategies employed by social media influencers on Instagram and their influence on consumer behavior. By analyzing a sample of posts from influencers in the fashion and fitness sectors, the research explores how language constructs persuasive narratives through lexical choices, framing, and engagement strategies. The study highlights the role of influencers in shaping consumer identities and reinforcing consumerist ideologies, driving followers’ purchasing decisions. Key findings show that influencers use emotional appeals, aspirational language, and direct calls to action to create a sense of community and influence consumer action. This research contributes to understanding how digital discourse on social media impacts brand perception and consumer behavior, offering valuable insights for marketers and communication scholars. The study underscores the power of language in shaping contemporary marketing strategies and calls for a deeper exploration of the power dynamics in influencer marketing.