“We’re Doing Well in Virtually Every Corner of the World”: A Corpus-Assisted Discourse Study of Persuasiveness in Apple’s Earnings Conference Calls

Zhipu Yang Lancaster University ; Bin Ai Shanghai University of Finance and Economics

Abstract

This study examines how metadiscourse resources are used to achieve persuasiveness in Apple's earnings conference calls from 2013 through 2022. Adopting a corpus-assisted discourse study approach, the study reveals that self-mentions, transitions, and boosters are the three most frequently used metadiscourse resources by Apple executives. The authors detail how different types of metadiscourse contribute to the construction of three interactive roles that enhance persuasiveness. The study contributes to current studies of persuasion as a form of strategic communication. Business practitioners may benefit from learning the language practices of leading companies in order to optimize their own corporate communication strategies.

Journal
Journal of Business and Technical Communication
Published
2025-07-01
DOI
10.1177/10506519251326577
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