COMMUNICATING THE SCIENCE AND ART OF NETWORK MARKETING PRAXIS IN THE 21ST CENTURY: A DISCOURSE ANALYSIS OF QNET

Abstract

Abstract

This study investigated how QNET employs communication and discourse to construct organisational narratives, shape participant perceptions, and sustain engagement within its network marketing framework. Specifically, it examined: How QNET constructs and communicates its organisational narratives; how these narratives influence participants’ perceptions of opportunity and legitimacy; and the role of digital and interpersonal communication in maintaining engagement. Network marketing, as a hybrid of entrepreneurship and social exchange, depends heavily on interpersonal and digital communication to co-create value, establish credibility, and motivate participation. The study employed a qualitative research design. Data were gathered through in-depth interviews with QNET distributors, analysis of organisational materials, and review of digital channels, including social media and testimonial content. Thematic analysis revealed three central insights: QNET frames opportunity, financial independence, and personal development as attainable goals through aspirational and culturally grounded storytelling; these narratives actively shape perceptions of legitimacy and opportunity by leveraging social proof, relational trust, and authority while addressing public scepticism; and the interplay of digital and interpersonal communication sustains engagement by circulating messages widely while retaining a personalised, context-sensitive appeal. The study underscores that network marketing communication is performative, with participants co-constructing meaning through both consumption and dissemination of organisational narratives. Findings highlight the significance of examining network marketing as a discursive system, where legitimacy, identity, and participation are continuously negotiated. The research is limited to active distributor perspectives, suggesting future studies should incorporate non-participant and regulatory viewpoints to provide a fuller understanding of network marketing discourse.