Abstract

This concept paper explores the complex relationship between metaphors and how social entrepreneurs might use them to their advantage in marketing campaigns. The study, which operates at the nexus of linguistics, marketing, and social entrepreneurship, seeks to identify the distinctive functions of metaphors that affect consumers’ attitudes, feelings, and proclivities. Initial steps include a thorough literature analysis emphasizing metaphors’ potential and current uses in traditional marketing and their importance in persuasive communication, particularly in social entrepreneurship. To illustrate the practical application, examples from business speeches will be examined, showcasing how metaphors function to enhance message clarity, evoke emotions, and inspire action. The strategies that follow comprise a combination of qualitative and quantitative techniques recommended for researching metaphors. A varied panel of professionals from marketing, social entrepreneurship, and linguistics is essential to the validation process. Their collective feedback guarantees the practical applicability, groundedness, and trustworthiness of the findings.The study’s output, which emphasises the strategic use of metaphors to increase resonance, engagement, and impact, will draft practical recommendations for social entrepreneurs. This investigation highlights metaphors as powerful instruments for goal-oriented communication in the context of social entrepreneurship, beyond their status as mere linguistic constructions.