Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)

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Phatic Persuasive Speech Act Strategies of Female Online Sellers in Live E-Commerce

Authors
Sumarlam Sumarlam1, Djatmika Djatmika1, Yuli Widiana2, *, Sri Budiyono3
1Universitas Sebelas Maret, Surakarta, Indonesia
2Universitas Widya Mandala, Surabaya, Indonesia
3Universitas Widya Dharma, Klaten, Indonesia
*Corresponding author. Email: widianayuli@ukwms.ac.id
Corresponding Author
Yuli Widiana
Available Online 24 December 2024.
DOI
10.2991/978-2-38476-321-4_27How to use a DOI?
Keywords
Persuasive; Speech Acts; Online Seller; Cyberpoliteness
Abstract

This study investigates the phatic persuasive strategies utilized by female online sellers in live e-commerce environments from a cyberpoliteness perspective. By analyzing live-streamed sales interactions, the research delves into how sellers employ phatic communication—speech acts that serve to establish or maintain social relationships—to engage viewers and drive sales. Through the lens of cyberpoliteness, the study explores the nuanced ways in which politeness strategies are adapted to the digital context to create a sense of rapport and trust. The findings highlight the significance of these strategies in enhancing user experience and shaping consumer behavior. This research offers valuable insights into the interplay between politeness, persuasion, and technology in the digital marketplace, contributing to a broader understanding of online communication and e-commerce practices.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2024
ISBN
978-2-38476-321-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-321-4_27How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sumarlam Sumarlam
AU  - Djatmika Djatmika
AU  - Yuli Widiana
AU  - Sri Budiyono
PY  - 2024
DA  - 2024/12/24
TI  - Phatic Persuasive Speech Act Strategies of Female Online Sellers in Live E-Commerce
BT  - Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)
PB  - Atlantis Press
SP  - 369
EP  - 380
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-321-4_27
DO  - 10.2991/978-2-38476-321-4_27
ID  - Sumarlam2024
ER  -