A Grounded Typology of Intertextual References in Malawian Digital Advertising

Abstract Intertextuality, a concept rooted in linguistics, is gaining attention in advertising research but remains too abstract for many practitioners. In African markets, the gap is wider, as most marketers rely on Western frameworks that often misrepresent local communication styles. This study addresses that gap by grounding intertextual analysis in Malawian digital advertising. Using a constructivist grounded theory method, it analyses 500 Facebook and YouTube adverts published between July 2020 and July 2025 to develop a practical typology of intertextual references. Three categories emerge: Direct References (12.2%), Indirect References (56.0%), and Non-Referential Adverts (31.8%). Direct references feature clearly recognisable borrowings such as parodies, brand collaborations, or confrontations. Indirect references draw on cultural cues, timing, and user-driven trends. Non-referential adverts rely solely on core brand messaging. The findings show a strong preference for indirect, culturally embedded communication. The typology offers Malawian marketers a tool to align advertising strategies with local meaning systems and holds potential for use across sub-Saharan African markets with similar digital and cultural environments.