Implicature Analysis of Online Brand Marketing Interactions

Abstract

This study examines conversational implicatures in online brand marketing interactions. Online brand marketing interactions of Kuda Microfinance Bank, Coca-Cola and Airtel Nigeria were selected for study. Their interactions with customers in social media were engaged with the intention of analysing the extent to which these interactions adhere to Grice’s Maxims of communication. The analysis reveals that while some brands excel in maintaining clear, honest, and relevant communication, others struggle with responsiveness and personalisation which are vital for fostering trust and satisfaction among consumers. Kuda Microfinance Bank, for example, faces challenges in managing customer complaints in social media, often falling short in providing timely and adequate responses. Coca-Cola's approach, though strong in brand identity, could benefit from more proactive engagement with customer feedback, especially when addressing criticisms. Airtel Nigeria uses scripted responses, though efficient, it risks alienating customers by appearing insincere. The findings also reveal that the brands violate several conversational maxims. Kuda Microfinance Bank frequently breach the Maxims of Quantity and Relation by not adequately addressing customers’ concerns. Coca-Cola violates the Maxim of Quality by failing to clarify health claims. Airtel Nigeria's scripted responses compromise the Maxim of Quality, reducing perceived sincerity. Most of them breach the Maxim of Relation by not responding to users’ feedback, missing opportunities for deeper interaction. These violations affect the brands' ability to maintain trust and effective engagement with their customers. The findings underscore the importance of adhering to conversational principles in digital communication, suggesting that brands must redefine their social media strategies to ensure meaningful and effective engagement with their customers