Genre Analysis of a Pakistani Footwear Brand Website: An Investigation of Content and Structure

Abstract

The purpose of this research is to undertake a genre analysis of a Pakistani shoe brand website to evaluate the strategic arrangement of its structure and content. Since the advent of online shopping, content like product descriptions and webpage orientation have become increasingly important. The primary goal of this research is to evaluate the website's structure, content, and alignment to explain how it is made convenient for online buyers. Bhatia's moves analysis of the sales letter is employed to identify the strategic approach that drives buyers to shop online. In this study, the seven moves are as follows: establishing credentials, introducing the offer, giving incentives, referring to the enclosed document, requesting additional conversation, applying pressure tactics, and concluding politely. For this purpose, the qualitative interpretative technique is utilized to assess the website's content and structure. Screenshots of the website have been used to examine the contents and how it is organized on the page. Finally, it is deduced that the website appears to be managed logically; nonetheless, it is required to provide detailed descriptions of products to make it more user-friendly.