Riassunto analitico
Affiliate marketing has grown in popularity in the past ten years and has become a very important customer acquisition channel for internet retailers and a key performance marketing strategy. Languages are proved to play an important role in delivering messages to the audience by many linguistics studies. This study focuses on analysing the linguistics features used in affiliate marketing in English and Italian languages. By using a mixed methodology in combination with case-study, the study develops a corpus analysing English and Italian linguistics features used by five different retailers on Groupon. The linguistics features are studied on different levels: Orthotypography, Lexico-grammar, Syntax, and Pragmatics. The results show that retailers in both Italian and English prefer using straightforward and direct languages to their audience such as short sentences, Declarative sentences, Directives speech act, etc. Based on the similarities and differences in the use of linguistics features in English and Italian, the study suggests that retailers should not only have profound understanding of affiliate marketing (i.e, concepts, strategies, contracts) but also take customer segments into account so that appropriate usage of linguitics features can be applied
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