Abel T. Gumaran, Danna Karyl Jane C. Talde
University Faculty, College of Arts and Sciences, Central Mindanao University
This study aimed to analyze how identification worked as a key to persuasion among agents in Frontrow Enterprise, an MLM company. Specifically, it sought to find the prevalent source of identification, identification strategy used by the Frontrow agents in their speeches, and their level of persuasion. This study employed descriptive-qualitative design which utilized critical analysis using the Theory of Identification and Consubstantiality. Results show that the highest frequency source of identification found in the speeches is the idealistic identification and the highest frequency identification strategy is the common ground. Based on the findings of the study, it can be concluded that persuasion is manifested using shared interest, attitude, perceptions, values, beliefs, and ideas through establishing common grounds with the audience.
Keywords: Multi-level Marketing, Identification and Consubstantiality, Level of Persuasion
Journal Name :
EPRA International Journal of Multidisciplinary Research (IJMR)

Published on : 2021-10-16

Vol : 7
Issue : 10
Month : October
Year : 2021
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