Persuasive Strategies for Selling Product Online: A Bebe Fit Routine Shop Case Study

Abstract

This research article aimed to analyze the linguistic persuasive strategies employed in online sales by the Facebook fan page “Bebe Fit Routine Shop”. Adopting a pragmatic approach, the analysis utilizes Searle’s Speech Act Theory, Cialdini’s principles of persuasion—including scarcity and reciprocity—and other persuasive concepts of Arawan Pilanthanowat. Data were collected from 210 posts on the Bebe Fit Routine Shop fan page between August 1, 2021, and July 31, 2022.The findings highlight that the Bebe Fit Routine Shop fan page employs eight distinct persuasive strategies in its online sales: 1) creating a sense of urgency or scarcity, 2) emphasizing results and outcomes, 3) fostering trust and accountability, 4) offering special privileges, 5) utilizing emojis, 6) incorporating colloquial language and slang, 7) minimizing perceived commitment, and 8) urging specific actions from viewers/audience. These techniques are often combined across multiple posts to maximize their persuasive impact on customers. This research sheds light on the importance of selecting and utilizing diverse, contextually appropriate persuasive strategies for online sales. The findings offer valuable insights for entrepreneurs, marketers, and researchers interested in online marketing and persuasive communication to influence consumer behavior.