EXPLORING ENGLISH-URDU CODE-SWITCHING IN DIGITAL ADVERTISING: A CASE STUDY OF KFC PAKISTAN

Abstract

This paper explores code-switching in Urdu and English languages used in Facebook post captions of KFC Pakistan during the period of September to December 2025. Based on a mixed-method approach, 95 captions were examined keeping in view frequency, functions and implications of code-switching. Results indicate that the frequency of code-switching was 19 in 14 captions, with the majority of these instances being intra-sentential and with the purpose of persuasion, cultural appropriateness, and interest to the audience. The paper emphasizes the role of bilingual language practices in brand identity and the indicators of approaching the Pakistani audiences through the social media marketing.