الأساليب الإقناعية في الخطاب الإشهاري للمؤثرين الاجتماعيين الجزائريين : دراسة سيميولوجية لعينة من مقاطع الفيديوهات عبر تطبيق الأنستغرام سنة 2023

الملخص EN

Social networking sites have created a quantum leap in the field of marketing, as a result of which the economic institution producing or advertising is no longer in need of traditional media as much as it needs a network of people distributed in various parts of the world and owners of accounts on social networking sites that have millions of followers, and thus the attention of advertisers has shifted economists to social influencers as intermediaries who promote their goods and services among their followers.

our study came to investigate the nature of the persuasive methods employed in the advertising discourse of the most followed Algerian social influencers through the application of Instagram, which aims to persuade followers to purchase a specific product or service, by revealing the indications of the advertising discourse employed by Algerian social influencers, as well as determining the nature of the products and services that influencers exert influence and persuasion through it, in addition to determining the nature of the grooming employed in order to attract the interest of followers of the goods and services that are famous for it.

to achieve these goals, we have dealt with the subject semiologically by adopting martin jolly's approach to analyzing the still and moving image found within the pages of Algerian social influencers in the form of videos.

the research community relates to the collection of videos found through the accounts of Algerian influencers whose followers exceeded one million followers, and which received great interaction by the followers by re-publishing them, commenting on them, or referring to other followers in order to watch them, or share them with the rest of the followers.

choosing an intentional sample of the advertising videos on the accounts of some social influencers through the Instagram application, estimated at 12 videos from the total research community.

finally, we have reached a set of results related to limiting the persuasive methods of social influencers through the application of Instagram, which are largely related to emotional grooming, and to a lesser extent interest in the cognitive side by providing a large amount of information regarding the service or product that is defamed, as well as the influence on behavior through experience.

and encouragement to buy through the formal effects associated with the image, such as filters, lighting and focus on certain shooting angles without others.