Linguistic and relational strategies for advice giving in an online commercial context

Abstract Studies on online advice-giving have focused on non-profit public platforms but rarely examined it in commercial contexts, where the advisor has the motive of seeking economic interests. This study investigates advice-giving in the first five-minute part of paid live talks, which is free but designed to entice the audience to pay for the remaining part. Transcripts of 123 five-minute recordings are collected. This study analyzes individual speakers’ use of discursive moves and the corresponding relational strategies, as well as their effectiveness in boosting online sales. The results indicate that four discursive moves, i.e., metacomment, general information, advice, and assessment, are the most frequently used, with a large majority of advice phrased in declaratives. Statistical analysis showed that inexperienced, non-expert, and low-community-status speakers tend to use more bonding, and expert, experienced, high-community-status, and male speakers prefer to use more hedging. In addition, the effects of bonding, empathizing, and hedging on sales are consistently positive, while those of criticizing are negative; the above effects are moderated by the speaker’s social status. This study adds to the understudied issue of advisors’ relational negotiations and their resultant outcome in public commercial contexts.