Interaction Patterns in Word of Mouth (WOM) at Shopee as a Strategy to Increase Brand Awareness of Fashion Products

DOI

10.2991/978-2-494069-91-6_3How to use a DOI?

Keywords

Language function; Language variation; Shopee; Sociolinguistics; Word of mouth

ABSTRACT

With the widespread use of virtual store applications such as Shopee, it is imperative to increase the awareness of potential buyers to choose trusted products and stores. Store reviews are one of the essential bases on which buyers determine whether or not they will buy the products. Buyers can see the language used by the reviewers; whether the review assess the products positively or not especially when the online shop owner replies to these reviews. This has encouraged the researchers to conduct a sociolinguistic study on the registers used in product reviews. The data for the study was taken from the Shopee platform. Sociolinguistic theoretical approach as proposed by Fishman (1972) with a focus on interaction patterns, studies of language barrels, and language functions has been used in this study. The results of this study show how the interaction patterns, language tunings, and language functions occur in the @izdihaar_olshop13 store reviews. Based on the analysis in giving reviews in online stores, there are two patterns of interaction found; the interaction pattern between individuals and groups, and the interaction patterns between groups and groups. In addition, there are two kinds of language variation used namely casual language variety and consultative language variety. The study also found two language functions realized in the reviews namely expressive functions and referential functions. The results of the study serve to provide the community with important information they can use in conducting their buying and selling activities.

Copyright

© 2022 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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TY  - CONF
AU  - Afi Fadlilah
AU  - Denny Iskandar
AU  - Windy Fitra Hardianti
PY  - 2022
DA  - 2022/12/30
TI  - Interaction Patterns in Word of Mouth (WOM) at Shopee as a Strategy to Increase Brand Awareness of Fashion Products
BT  - Proceedings of the Sixth International Conference on Language, Literature, Culture, and Education (ICOLLITE 2022)
PB  - Atlantis Press
SP  - 10
EP  - 14
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-91-6_3
DO  - 10.2991/978-2-494069-91-6_3
ID  - Fadlilah2022
ER  -