Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context
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Published:
Jun 25, 2024
Keywords:
Code Switching – Digital Marketing – Facebook – language preferences.
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Abstract
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.
Article Details
How to Cite
Belaidouni, Z., & Kherbache, F. (2024). Code-switching In Facebook Live Sales: A Marketing Strategy In The Algerian Context. AL-Lisaniyyat, 30(1), 170-188. https://doi.org/10.61850/allj.v30i1.656
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References
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Muysken, P. (2000). Bilingual speech: A typology of code-mixing. Cambridge University Press.
Myers-Scotton, C. (2006). Social motivations for codeswitching: Evidence from Africa (Repr.). Clarendon Press.
Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish Y TERMINO EN ESPAÑOL: Toward a typology of code-switching1. Linguistics, 18(7–8). https://doi.org/10.1515/ling.1980.18.7-8.581
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Weinreich, U. (1979). Languages in Contact: Findings and Problems. DE GRUYTER MOUTON. https://doi.org/10.1515/9783110802177
Wentker, M., & Schneider, C. (2022). And She Be like ‘Tenemos Frijoles en la Casa’: Code-Switching and Identity Construction on YouTube. Languages, 7(3), 219. https://doi.org/10.3390/languages7030219
Almoaily, M. (2023). Code-switching functions in online advertisements on Snapchat. PLOS ONE, 18(7). https://doi.org/10.1371/journal.pone.0287478
Androutsopoulos, J. (2013). 27. Code-switching in computer-mediated communication. In S. Herring, D. Stein, & T. Virtanen (Eds.), Pragmatics of Computer-Mediated Communication (pp. 667–694). DE GRUYTER.
https://doi.org/10.1515/9783110214468.667
Blom, J.P., & Gumperz, J.J. (2020). Social meaning in linguistic structure: Code-switching in Norway. In L. Wei (Ed.), The Bilingualism Reader (2nd ed., pp. 75–96). Routledge. https://doi.org/10.4324/9781003060406-12
Bullock, B.E., & Toribio, A.J. (Eds.). (2009). Cambridge handbook of linguistic code-switching. Cambridge University Press.
Caparaz, P., & Gustilo, L. (2017). Communicative aspects of multilingual code switching in computer-mediated communication. Indonesian Journal of Applied Linguistics, 7(2), 111. https://doi.org/10.17509/ijal.v7i2.8137
Crystal, D. (2005). The Scope of Internet Linguistics. American Association for the Advancement of Science.
Darginavičienė, I., & Ignotaitė, I. (2020). Code-switching in the computer-mediated communication. RUDN Journal of Sociology, 20(2), 405–415. https://doi.org/10.22363/2313-2272-2020-20-2-405-415
De Fina, A. (2007). Code-switching and the construction of ethnic identity in a community of practice. Language in Society, 36(03). https://doi.org/10.1017/S0047404507070182
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Elhija, D. A. (2023). Code Switching in Digital Communication. Open Journal of Modern Linguistics, 13(03), 355–372. https://doi.org/10.4236/ojml.2023.133021
Gal, S. (1988). 9. The political economy of code choice. In M. Heller (Ed.), Codeswitching (pp. 245–264). De Gruyter Mouton. https://doi.org/10.1515/9783110849615.245
Green, D. (1986). Control, activation, and resource: A framework and a model for the control of speech in bilinguals. Brain and Language, 27(2), 210–223. https://doi.org/10.1016/0093-934X(86)90016-7
Grosjean, F. (1997). The bilingual individual. Interpreting. International Journal of Research and Practice in Interpreting, 2(1–2), 163–187. https://doi.org/10.1075/intp.2.1-2.07gro
Gumperz, J. J. (1982). Discourse Strategies (1st ed.). Cambridge University Press. https://doi.org/10.1017/CBO9780511611834
Haarmann, H. (1989). Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective. In Symbolic Values of Foreign Language Use (pp. 293–294). DE GRUYTER. https://doi.org/10.1515/9783110868395.bm
Hymes, D. (2010). Foundations in sociolinguistics: An ethnographic approach (1. issued in paperback). Routledge.
Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands (2. [completely rev. and updated] ed). Kogan Page.
Kelly-Holmes, H. (2000). Bier, parfum, kaas: Language fetish in European advertising. European Journal of Cultural Studies, 3(1), 67–82. https://doi.org/10.1177/a010863
Kuo, Y.-F., Hou, J.-R., & Hsieh, Y.-H. (2021). The advertising communication effectiveness of using netizen language code-switching in Facebook ads. Internet Research, 31(5), 1940–1962. https://doi.org/10.1108/INTR-04-2020-0231
Lee, C. (2015). Multilingual resources and practices in digital communication. In The Routledge Handbook of Language and Digital Communication. Routledge. https://www.academia.edu/15252858/Multilingual_resources_and_practices_in_digital_communication
Luna, D., & Peracchio, L. A. (2005). Advertising to Bilingual Consumers: The Impact of Code‐Switching on Persuasion. Journal of Consumer Research, 31(4), 760–765. https://doi.org/10.1086/426609
Muysken, P. (2000). Bilingual speech: A typology of code-mixing. Cambridge University Press.
Myers-Scotton, C. (2006). Social motivations for codeswitching: Evidence from Africa (Repr.). Clarendon Press.
Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish Y TERMINO EN ESPAÑOL: Toward a typology of code-switching1. Linguistics, 18(7–8). https://doi.org/10.1515/ling.1980.18.7-8.581
Wardhaugh, R. (2011). An introduction to sociolinguistics (6. ed. [Nachdr.]). Wiley-Blackwell.
Weinreich, U. (1979). Languages in Contact: Findings and Problems. DE GRUYTER MOUTON. https://doi.org/10.1515/9783110802177
Wentker, M., & Schneider, C. (2022). And She Be like ‘Tenemos Frijoles en la Casa’: Code-Switching and Identity Construction on YouTube. Languages, 7(3), 219. https://doi.org/10.3390/languages7030219