A Contrastive Analysis of Lazada and Shopee Digital Marketing Strategies

This research investigated eight (8) video clip advertisements from YouTube.The selection was done at the height of Pandemic lockdown, where families do not have the freedom to go shopping centers, confined into their homes and resorted to online shopping. Among the top online shops are the Lazada and Shopee. A Contrastive Linguistic Analysis also termed as Genre analysis was conducted to know the strategies and techniques employed by these two companies to convince consumers to buy their products. The analysis made use of the transcripts of the videos. The research made use of some parameters in its linguistic analysis, in order to describe the persuasive techniques, principles of influence, language and speech styles, and features of advertisement language in the corpora of the study. Interesting results showed how the competition in e-commerce was done. The number of viewers and likes are posted to show how these two companies made consumers engaged in their online shopping. Nevertheless, the analysis aims to contribute to the development of e-commerce, as well as with the teaching and learning of linguistic analysis, where students themselves are patronizers of online shopping of Lazada and Shopee companies.