Demystifying Deceptive Messages on Health and Wellness: A Discourse Analysis in Online Shopping Scams

Clarice M. Cabrera; Rachelyn P. Montejo

doi:10.55927/eajmr.v4i10.445

Authors

Clarice M. Cabrera University of the Immaculate Conception
Rachelyn P. Montejo University of the Immaculate Conception

DOI:

https://doi.org/10.55927/eajmr.v4i10.445

Keywords:

Applied Linguistics, Deceptive Messages, Online Shopping Scams, Health And Wellness, Linguistic Features

Abstract

This study examined how deceptive messages in online shopping scams promote health and wellness by analyzing their linguistic features and discursive strategies. The dataset comprised 51 deceptive messages containing misleading claims, complemented by qualitative data from social media platforms. The findings revealed that scammers commonly employ strategies such as falsification, concealment, equivocation, exaggeration, and the overuse of positive terms to manipulate consumer behavior. The study reveals that deceptive online shopping messages exploit linguistic strategies to manipulate consumer perceptions of health and wellness. Through persuasive language, fabricated claims, and visual enhancement, scammers construct narratives that appear credible yet mislead vulnerable consumers. These findings underscore the importance of strengthening media and digital literacy programs to equip individuals with critical skills for evaluating online health information and identifying deceptive marketing practices.

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