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Linguistic strategies for customer persuasion: The case of Mobile Telecommunications Network, Cameroon

Posted on 2022-10-01 11:52:33 / by Ehode Blandine Nnoko


This article untangles the linguistic and persuasive strategies employed by MTN-Cameroon to gain customer loyalty and a larger chunk of the market in Cameroon. The data collected was analysed using Discourse Analysis Framework of Harris (1952), the Cultivation Theory of Gerbner (1969) and Language Expectancy Theory of Burgoon and Miller (1985). The study follows the descriptive and survey research design where MTN text messages and leaflets were adequately described. Equally, quantitative and qualitative methods of data collection were used whereby questionnaires were administered to MTN staff and telephone users in order to identify their use of linguistic strategies. The article shows that MTN-Cameroon makes enormous use of linguistic strategies and a customised language that has enabled the telecommunication company to standout. Through these linguistic strategies, MTN uses a customised language which has therefore resulted in occupying a larger chunk of the market. Consequently, MTN-Cameroon is seen as multilingual in its text production, uses code-switching, politeness strategy, lingua Franca, buzz words and figurative language in dominating the telecommunications market in Cameroon. This study can be replicated elsewhere to give a comprehensive description of linguistic strategies put in place by the telecommunications network in Cameroon.

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Africa Online & Publications Library
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