The use of gen alpha slang as a persuasive language in Instagram reels marketing

Valencia Chen

doi:10.55942/pssj.v5i10.543

Authors

Valencia Chen SMA Wardaya Indonesia https://orcid.org/0009-0009-5011-558X

DOI:

https://doi.org/10.55942/pssj.v5i10.543

Keywords:

generation alpha slang, persuasive language, Instagram Reels, social media marketing, audience engagement, content analysis, storytelling techniques

Abstract

Social media marketing has been increasingly used to advertise products and services, especially through Instagram Reels. This study investigates how Generation Alpha slang functions as persuasive language in marketing on Instagram Reels. Using a qualitative case study design, 15 influencer Reels were examined through thematic analysis of comments and engagement metrics, including likes, shares, saves and views. The results indicate that reels incorporating Gen Alpha slang and non-fiction storytelling achieved higher engagement rates than those using formal English or rhetorical questions. These findings are interpreted through the Elaboration Likelihood Model, Uses and Gratifications Theory, and Persuasion Theory, which collectively explain how slang operates as a peripheral cue, fulfills social identity needs, and enhances persuasion through increased liking and social proof. While the results provide insight into emerging generational language trends in digital marketing, the study’s scope is limited by its small sample size, convenience sampling, and the absence of intercoder reliability testing. Future research should adopt larger, systematically coded datasets to validate and expand on these findings.

Author Biography

Valencia Chen, SMA Wardaya Indonesia

Valencia Chen is a high school student, specialising in Mathematics and Natural Sciences at SMA Wardaya, Indonesia. Her research interests include artificial intelligence, neuroscience, biomedical innovation, sociology, and the role of emerging technologies in shaping education and society. She actively explores the intersection of science, technology, and humanities, driven by a passion for interdisciplinary inquiry to better understand emerging trends, new research developments, and their implications for the future.

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