Abstract
This study explored the persuasive language used by social media influencers (SMIs) and examined how their rhetorical strategies shape their followers' opinions and behaviors. Anchored on Aristotle’s Rhetorical Appeals—ethos, pathos, and logos—and Bibb Latané’s Social Impact Theory (1981), the research employed a qualitative discourse-analytic design to investigate the linguistic dimensions of persuasion in influencer-generated YouTube content. A total of 51 influencer videos and 17 follower participants were analyzed through linguistic, rhetorical, and thematic analysis. Findings revealed that influencers employ multiple linguistic dimensions—pragmatic, semantic, syntactic, morphological, narrative, textual, multimodal, and socio-cultural—to construct persuasive appeals that establish credibility, evoke emotion, and present logical reasoning. These persuasive strategies were found to shape follower behaviors through repeated exposure, emotional resonance, and perceived authenticity, leading to imitation, engagement, and the normalization of aspirational ideals. The study further uncovered the social consequences of persuasive language, highlighting both its empowering potential and its contribution to social comparison, consumerism, and value formation. The results underscore the need for ethical communication practices, critical media literacy, and educational frameworks that promote responsible influence in digital spaces.
