La communication publicitaire entre discours et dialogisme sur les réseaux sociaux : interférences et influences sociales

The aim of this article is to explore social issues of advertising communication on social media. In this context, one could first attempt to study the advertising language oscillating between the commercial and the social where we may outline the different transformations undergone by the advertising language on social media in the awake of the integration of new relational, ludic and social perspectives within the discursive construction. Secondly, we will try to understand the impact of the discursive transformation on the internet users’ behavior based on the dialogical expression to grasp the social influence performed by dialogism in advertising communication on social media. This will lead to the deduction that the brand adopts a social stance, where human relationships play a major role in advertising communication to influence and engage as many people as possible.