A Pragmatic Analysis of the Language of Sellers in E-Commerce Live Streaming

This qualitative study employs discourse analysis aimed at unveiling the speech acts, linguistic persuasion strategies and linguistic features employed in e- commerce live streaming. More so, this study utilizing thematic analysis aimed at exploring the emerging themes focused on the insights of e-commerce live streaming viewers on the linguistic persuasive strategies employed by streamers in e-commerce live streaming. Through purposive sampling, 15 videos of e-commerce live streaming served as the corpora of the study. Consequently, the study revealed that e-commerce live streamers employed different speech acts such as directive, assertive, commissive, expressive and declarative. The key findings of this qualitative study opened the door to a new line of inquiry into the persuasive strategies employed in e-commerce live streaming.