Persuasive Language Techniques in Instagram Posts: Digital Persuasion and Cultural Localisation in Malaysian Branding
List of Authors
Asmida Ismail, Khalijah Nur Mohamed, Sarimah Shamsudin, Suhaila Abdullah
Keyword
Persuasive language, Instagram, digital advertising, copywriting, Malaysian branding
Abstract
In an increasingly competitive digital world, where consumers' attention is increasingly fragmented, persuasive language has become a critical tool for companies and brands to differentiate themselves, create engaging stories, and foster consumer engagement. This study examined the persuasive language techniques employed in Instagram advertisement posts by ZUS Coffee, a Malaysian home-grown coffeehouse chain. Employing qualitative content analysis on 90 Instagram posts in 2024, the study identified how these techniques were adapted to reflect Malaysian cultural values, linguistic hybridity and consumer engagement preferences. The findings revealed a strategic layering of techniques that integrate emotion, creativity, cultural, familiarity and linguistic hybridity. Lexical Creativity and Emotional Engagement features were the dominant features. In contrast, two new persuasive language techniques, personification (Figurative and Literary Devices feature) and call-to-action (Evidentiality and Argumentation feature) were identified. This research contributes to the evolving literature on digital advertising by demonstrating how language techniques in social media advertising shape consumer perception and engagement. It offers practical insights for businesses and marketers seeking to enhance social media communication, as well as theoretical insights on digital persuasion in localised, culturally specific market contexts.