UNVEILING THE IMPACT OF COVID-19 ON EXPANDING THE ALGERIAN LINGUISTIC PALETTE: THE CASE OF ENGLISH IN E-COMMERCE

Authors : Rahma Araben, Zeynep Başer

Pages : 560-592

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Publication Date : 2025-10-07

Article Type : Research Paper

Abstract :The present paper revolves around the evolution of e-commerce and language choice in the Algerian virtual sphere since the Covid-19 pandemic. The main objective is to establish and confirm the link which lies between the pandemic and e-commerce proliferation, and then to reveal the position of English within the Algerian commercial process and its potential in naming Algerian online brands. The researcher opted for a mixed-methods approach, combining interviews and observation conducted in delivery agencies, and a netnography encompassing online immersion in small business accounts on Instagram. Results demonstrate that the exponential growth of e-commerce during the pandemic was accompanied by the apparent use of the English language by certain small business pages on Instagram. Indeed, the Covid-19 pandemic heralded an unprecedented language phenomenon in the Algerian context which suggests the welcoming of English in Algerian online commercial transactions.
Keywords : Cezayir, İngilizce, Covid-19, E-ticaret, Netnografi

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