Linguopragmatic analysis of brand replies to purchase intent in English-language Facebook retail discourse
DOI:
https://doi.org/10.31558/1815-3070.2025.50.15Klíčová slova:
linguopragmatic analysis, brand replies, purchase intent, English-language digital retail discourse, social media, Facebook, communication, pragmatic function, verbal and nonverbal meansAbstrakt
The article presents a linguopragmatic analysis of brand replies to customers’ purchase intent within comment threads on the official Facebook page of Macy’s, one of the largest American department store chains offering clothing, footwear, cosmetics, and home goods. The study focuses on the specificity of English-language digital retail discourse, where transactional and relational functions of communication intersect. Eleven types of band replies are identified, each defined by core pragmatic functions and distinctive verbal and nonverbal means (personalization, evaluative lexis, modal constructions, expressive punctuation, emojis). The findings demonstrate that brand replies serve not only a stimulating function but also an integrative one, fostering emotional connection, building trust, and reinforcing customer loyalty. The study outlines prospects for comparative and multimodal research across various social media platforms and cultural contexts.
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