<![CDATA[This study aims to describe the types of conversational implicatures used by live hosts in Glad2Glow brand live streaming sessions on TikTok, the observance and violation of conversational maxims based on Grice’s theory, and the persuasive strategies employed in the hosts’ utterances. This research employed a qualitative approach with a descriptive method. The findings revealed that there were two types of conversational implicatures used, namely generalized conversational implicatures and particularized conversational implicatures. The dominance of generalized conversational implicatures indicates that hosts tend to use utterances that are easily understood by audiences so that promotional messages can be delivered quickly and effectively. In addition, the study found observance and violation of the maxims of quantity, quality, relevance, and manner. Maxim observance was utilized to build credibility and audience trust through clear, relevant, and informative communication, whereas maxim violation was strategically employed to strengthen persuasive power and encourage audiences to purchase products. The persuasive strategies identified in this study include urgency strategies, persuasive educational strategies, trust-building strategies, social proof strategies, direct appeals, and the use of the hosts’ personal experiences. The integration of conversational implicatures, maxim observance and violation, and persuasive strategies resulted in marketing communication that was interactive, natural, and effective in influencing audiences’ purchasing decisions on the TikTok platform.]]>
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