Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context
This study explores code-switching in Facebook Live sales in Algeria, assessing its impact as a marketing strategy. By analyzing ten such broadcasts, the study sheds light on the linguistic strategies and code-switching patterns that salespeople adopt. Further depth is added through the examination...
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| Format: | Article |
| Language: | Arabic |
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Scientific and Technological Research Center for the Development of the Arabic Language
2024-06-01
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| Series: | Al-Lisaniyyat |
| Subjects: | |
| Online Access: | https://crstdla.dz/ojs/index.php/allj/article/view/656/557 |
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| _version_ | 1850249723944894464 |
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| author | Zahira Belaidouni Fatma Kherbache |
| author_facet | Zahira Belaidouni Fatma Kherbache |
| author_sort | Zahira Belaidouni |
| collection | DOAJ |
| description | This study explores code-switching in Facebook Live sales in Algeria, assessing its impact as a marketing strategy. By analyzing ten such broadcasts, the study sheds light on the linguistic strategies and code-switching patterns that salespeople adopt. Further depth is added through the examination of viewer feedback and a survey of 47 respondents. The research outcomes identifies three types of code-switching: intersentential, intrasentential, and tag-switching, blending French and Arabic. The findings also reveals that online vendors’ use of code-switching could enhance persuasion, introduce variability, detail products, and reach diverse socioeconomic demographics. French here is used for its prestige, while Algerian Arabic serves to enhance comprehensibility and broaden customer appeal. However, excessive code-switching can alienate those with limited bilingual proficiency. The audience showed a preference for Algerian Arabic with French loanwords, reflecting the inherent bilingualism of social media users and societal diglossia. The study, in general, highlights code-switching’s persuasive impact in digital marketing, and emphasized the importance of considering audience language preferences and proficiency. |
| format | Article |
| id | doaj-art-33fb448b45d4482cbce85544814984f5 |
| institution | OA Journals |
| issn | 1112-4393 2588-2031 |
| language | Arabic |
| publishDate | 2024-06-01 |
| publisher | Scientific and Technological Research Center for the Development of the Arabic Language |
| record_format | Article |
| series | Al-Lisaniyyat |
| spelling | doaj-art-33fb448b45d4482cbce85544814984f52025-08-20T01:58:27ZaraScientific and Technological Research Center for the Development of the Arabic LanguageAl-Lisaniyyat1112-43932588-20312024-06-01301170188https://doi.org/10.61850/allj.v30i1.656Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian ContextZahira Belaidouni0Fatma Kherbache1Abou Bekr Belkaid University / TlemcenAbou Bekr Belkaid University / TlemcenThis study explores code-switching in Facebook Live sales in Algeria, assessing its impact as a marketing strategy. By analyzing ten such broadcasts, the study sheds light on the linguistic strategies and code-switching patterns that salespeople adopt. Further depth is added through the examination of viewer feedback and a survey of 47 respondents. The research outcomes identifies three types of code-switching: intersentential, intrasentential, and tag-switching, blending French and Arabic. The findings also reveals that online vendors’ use of code-switching could enhance persuasion, introduce variability, detail products, and reach diverse socioeconomic demographics. French here is used for its prestige, while Algerian Arabic serves to enhance comprehensibility and broaden customer appeal. However, excessive code-switching can alienate those with limited bilingual proficiency. The audience showed a preference for Algerian Arabic with French loanwords, reflecting the inherent bilingualism of social media users and societal diglossia. The study, in general, highlights code-switching’s persuasive impact in digital marketing, and emphasized the importance of considering audience language preferences and proficiency.https://crstdla.dz/ojs/index.php/allj/article/view/656/557code switching – digital marketing – facebook – language preferences |
| spellingShingle | Zahira Belaidouni Fatma Kherbache Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context Al-Lisaniyyat code switching – digital marketing – facebook – language preferences |
| title | Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context |
| title_full | Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context |
| title_fullStr | Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context |
| title_full_unstemmed | Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context |
| title_short | Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context |
| title_sort | code switching in facebook live sales a marketing strategy in the algerian context |
| topic | code switching – digital marketing – facebook – language preferences |
| url | https://crstdla.dz/ojs/index.php/allj/article/view/656/557 |
| work_keys_str_mv | AT zahirabelaidouni codeswitchinginfacebooklivesalesamarketingstrategyinthealgeriancontext AT fatmakherbache codeswitchinginfacebooklivesalesamarketingstrategyinthealgeriancontext |