Investigating the Linguistic Patterns of Online Shopping: A Critical Discourse Analysis

Abstract

This study examined the linguistic strategies employed by malicious actors in the realm of online shopping. Utilizing a purposive qualitative sample of Instagram posts, Facebook posts and e-commerce website reviews, the research explores the discursive manipulation patterns and tactical language utilized by scammers to deceive unsuspecting online shoppers. Methodologically, the study adopts Critical Discourse Analysis (CDA) to unfold the underlying powers dynamics, ideological constructs and persuasive narratives integrated within deceptive online interactions. The study reveals that fraud-based messages are carefully crafted to exploit consumer vulnerabilities and induce impulsive response. The analysis found five common tactics used on Pakistani online platforms which creating urgency and fake scarcity, inflating product prices, manipulating emotions, being intentionally unclear and pretending to build trust. The study reveals how words are used to appear authoritative and influence what buyers do. It recommends further study into the detailed linguistic scam patterns of logical digital vendors in varied Pakistani socio- economic settings.