EXPLORING SPEECH ACTS IN LIVE SALES: A CASE STUDY OF ALICE NORIN'S TIKTOK ACCOUNT
Abstract
This study is descriptive qualitative research employing a pragmatic approach, focusing on speech acts used during live sales events by Alice Norin on TikTok. The data is analyzed inductively, based on the research questions, and the meaning of the data is interpreted. The primary focus is on speech acts, examining their types within the live sales context.
The study is classified as descriptive.The data is derived from Alice Norin’s utterances, transcribed from her live sales sessions. These utterances represent authentic spoken data, originating from recorded live streams. The selection of this data is motivated by Alice’s ability to build personal connections with her audience through live streaming.
Data analysis follows a multi-stage process: describing the context (speaker, location, background, and purpose), categorizing speech acts in accordance with the research questions, connecting the utterances to their context, and analyzing the data using a predetermined theoretical framework. The findings show that directive speech acts were most prevalent (30 occurrences), followed by expressive speech acts (20 occurrences), commissive speech acts (10 occurrences), representative speech acts (15 occurrences), and declarative speech acts (5 occurrences). These findings highlight the significant role of speech acts in influencing audience behavior and fostering emotional connections, enhancing the effectiveness of live sales interactions.
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