Add to Cart: A Critical Discourse Analysis on the Persuasion of Skit-Based Influencer Marketing in the Philippines

• Author(s): Lea Ysabel Q. Evangelista
• Paper ID: 1710012
• Page: 47-55
• Published Date: 08-08-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 2 August-2025

Abstract

Influencer Marketing became a staple in Business advertisement campaigns to reach more audiences. Thanks to their brand of content creation that affords them growing following, Influencers can promote products or make brand testimonies that their viewers trust in. This has led to the increase of paid partnerships and product sponsorships between a content creator and a brand. The study aims to explain this phenomenon, sighting the importance of parasocial figures and their narrative styles in securing a connection between the product and its market. Using Norman Fairclough’s 3-Core concepts of Critical Discourse Analysis, the study focuses on dissecting the narrative skit marketing by Filipino Influencers, Justine Luzares, Davao Conyo, and Esnyr. With their recurring characters, local humor, and consistent narrative, they can capture audience sympathy more than the usual form of advertisements. Brand consistency plays a crucial role in traditional advertisement campaigns and because of this, it fosters a disconnect with its target audience because of impersonal elements, such as unknown faces, unrelatable scenarios, and forced scripts as compared to the established online presence of Influencers and their own brand of content, who creates based on trend, social realities, and relatability. With the incorporation of natural marketing spiels and the influencer's persona, it is able address the issue of lack of engagement, adding a layer of persuasion for consumers who seek verification from a trusted or familiar figure.

Keywords

Influencer Marketing, Skits, Relatability, Filipino Influencers

Citations

IRE Journals:
Lea Ysabel Q. Evangelista "Add to Cart: A Critical Discourse Analysis on the Persuasion of Skit-Based Influencer Marketing in the Philippines " Iconic Research And Engineering Journals Volume 9 Issue 2 2025 Page 47-55

IEEE:
Lea Ysabel Q. Evangelista "Add to Cart: A Critical Discourse Analysis on the Persuasion of Skit-Based Influencer Marketing in the Philippines " Iconic Research And Engineering Journals, 9(2)