Interpersonal Model of Online Textual Persuasion

As with other forms of human communication, text-based computer-mediated communication (CMC) media, such as email, instant messaging, and online texting, are often used as a means to persuade others. However, unlike most other media, which feature structural bias in their support for either interpersonal or broadcast communication modes, text- based CMC supports both modes. As a result, CMC text messages frequently have ambiguous origins. We argue that individuals respond to this ambiguity by categorizing these messages based on characteristics that distinguish interpersonal messages from broadcast messages, and receivers tend to comply to a greater extent with those messages that they perceive as interpersonal. Based on these arguments, we present a fundamentally new online textual persuasion model. In empirically testing the model in an online experiment that we assessed with structural equation modeling, we found that it exhibited strong explanatory power and additional utility in augmenting existing online persuasion models. The results offer important theoretical contributions to human-computer interaction research generally and provide practical specific insights for improving persuasive communication via text-based CMC

A Communication Goals Model of Online Persuasion

Online communication media are being used increasingly for attempts to persuade message receivers. This paper presents a theoretical model that predicts outcomes of online persuasion based on the structure of primary and secondary goals message receivers hold toward the communication

Developing and Validating Feedback and Coherence Measures in Computer-mediated Communication

Interpersonal persuasion is definitionally distinguished from broadcast persuasion by the presence of anticipated personal feedback and message coherence. Distinguishing interpersonal from broadcast messages in computer-mediated communication (CMC) may be an important individual tactic for avoiding information overload and filtering spam; however, we found no existing measures suitable for assessing these factors in CMC. This deficiency motivated the present study to develop and validate feedback and coherence questionnaire measures and conduct an initial test of the relevance of these measures to CMC. The measures met recommended criteria for content validity, construct validity, reliability, and predictive validity. In addition, the measures predicted most of the variance in social presence subjects perceived in our test messages and entirely mediated effects of whether the purported message sender was known or unknown to our subjects. These findings suggest feedback and coherence are important antecedents to persuasion in email, texting, instant messaging, and similar forms of CMC

Three essays on likability factors, crowdfunding, and entrepreneurial performance

In this dissertation, I conduct three empirical studies exploring the relation between likability factors, crowdfunding characteristics and entrepreneurial performance. Together these studies integrate aspects of major entrepreneurial likability factors including liking of the entrepreneur (source attractiveness, credibility, personal traits) and liking of the message (verbal content and expression), and components of nonverbal and verbal cues. I apply computer-mediated communication (CMC) and persuasion theories, political and marketing literature to provide a more fine-grained understanding of likability on crowdfunding success. In the first essay, I study how the non-verbal cues of a crowdfunding video influence the crowdfunding success. By employing social presence theory, I argue, hypothesize and test that effective use of non-verbal cues in a pitch video increases funding success. In the second essay, I explore how verbal cues (readability and complexity) and non-verbal cues (smiling and professional attire) interact to influence crowdfunding outcome. Findings of this essay indicate that powerful persuasion results from both expression (verbal cues) and impression (non-verbal cues). The third essay examines the mediating effect of likability between nonverbal, verbal cues and crowdfunding success. According to the likability factors extracted from political and advertising campaign literature, I conclude five main dimensions of likability in crowdfunding context. The results show that message factors are more influential than source factors in affecting crowdfunding outcome. Findings of three essays show that entrepreneurs should be careful to deliver a message which is immediate, simple, informative, humorous, storytelling and less complimentary to their funders. The more their messages are liked, the more likely funders will back their projects, and then the more success their crowdfunding campaign will be

Overcome the fragmentation in online propaganda literature: the role of cultural and cognitive sociology.

Evidence concerning the proliferation of propaganda on social media has renewed scientific interest in persuasive communication practices, resulting in a thriving yet quite disconnected scholarship. This fragmentation poses a significant challenge, as the absence of a structured and comprehensive organization of this extensive literature hampers the interpretation of findings, thus jeopardizing the understanding of online propaganda functioning. To address this fragmentation, I propose a systematization approach that involves utilizing Druckman's Generalizing Persuasion Framework as a unified interpretative tool to organize this scholarly work. By means of this approach, it is possible to systematically identify the various strands within the field, detect their respective shortcomings, and formulate new strategies to bridge these research strands and advance our knowledge of how online propaganda operates. I conclude by arguing that these strategies should involve the sociocultural perspectives offered by cognitive and cultural sociology, as these provide important insights and research tools to disentangle and evaluate the role played by supra-individual factors in the production, distribution, consumption, and evaluation of online propaganda

The audience response to different referral reward programs’ designs in social networking sites

The growing connectivity of customers through Social Networking Sites (SNSs), the increasing acknowledgment of the power of online reviews, and the enrichment of brand-consumer relations online have led to a rise in interest around electronic word of mouth (eWOM). These realizations led marketers to embrace strategies to stimulate and amplify eWOM, and one common technique is the delivery incentives (e.g., rewards). Expanding research show that the design of incentivized eWOM programs, namely Referral Reward Programs (RRPs), is expected to determine the overall effectiveness of those programs. To be successful, RRPs need a high likelihood of referral from the referral provider and a high receptivity from the referral receiver. Thus, this thesis further examines the recipient's perspective and role in RRPs in Social Networking Sites. The main goal of this dissertation is to analyze the impact of different reward allocations and tie strength, i.e., the relationship between the recommender and the receiver, on eWOM receivers' responses to RRPs. To do so, this thesis drew upon the Persuasion Knowledge Model to analyze these relations, mainly focusing on three RRPs outcomes: review credibility, brand attitude, and purchase intentions. To extract relevant conclusions, a research model and hypothesis were developed, based on a previously elaborated literature review, containing the main concepts, theories, and models that hold the present research. An experimental design was conducted employing an online questionnaire to test the research model, which gathered 526 responses. Finally, the results were discussed, and both theoretical and practical implications were deduced.A crescente conectividade entre consumidores, a gradual descoberta do poder das recomendações, e o enriquecimento das relações marca-consumidor por meio de Sites de Redes Sociais, levaram a um crescente interesse em torno do passa-a-palavra eletrónico. Consequentemente, os profissionais de marketing começaram a adotar estratégias para estimular e ampliar essa poderosa ferramenta. Uma técnica comum é a oferta de incentivos (por exemplo, recompensas). A literatura mostra que a estrutura de um programa de passa-a-palavra eletrónico incentivado, nomeadamente, de Programas de Recompensa por Referência, é fundamental para a eficácia dos mesmos. Reconhecendo que, para serem eficazes, os Programas de Referência por Recompensa precisam, tanto da iniciativa do transmissor, como da adesão do recetor, esta dissertação explora a perspetiva e o papel do recetor nestes programas, em Sites de Redes Sociais. Deste modo, o seu principal objetivo é analisar o impacto de diferentes alocações de recompensas e forças das ligações (i.e., relação entre o transmissor e o recetor) nas respostas dos recetores a Programas de Referência por Recompensa. Para tal, o Modelo de Conhecimento de Persuasão foi utilizado a fim de analisar três indicadores: credibilidade da recomendação, atitude perante a marca e intenção de compra. Para extrair conclusões relevantes, foram desenvolvidos um modelo conceptual e um conjunto de hipóteses, com base numa revisão da literatura que aborda os principais conceitos, teorias e modelos que sustentam a presente pesquisa. A posteriori, foi realizado um questionário online, que reuniu 526 respostas. Por último, os resultados foram discutidos e as implicações teóricas e práticas foram apresentadas

An investigation into the moderating role of fear appeals on the relationship between regulatory fit and persuasion

As one of the ways to persuade young people effectively, several scholars have indicated that using a tailored message that is consistent with individuals’ concerns and interests can influence their attitude and behavioral changes. Among diverse tactics to construct tailored health-messages, this research especially paid attention to individuals’ motivational goals (i.e., regulatory focus) that make them more inclined to a certain outcome. While promotion-oriented individuals primarily focus on how to achieve a desired ending, prevention-oriented individuals mainly focus on avoiding undesirable outcomes (Higgins, 1997; Higgins et al., 2001). Although numerous studies support the positive effects of the congruency between regulatory focus and message frame on persuasion, the researcher was concerned with the limited discussion about the effects of some message attributes (i.e., fear appeals) in tailored health-related Public Service Announcements (PSAs). In particular, a large number of health campaigns provide information in the context of highly emotive graphic images and text; however, the stimulus used in previous studies did not consider such factors’ possible moderating effects. In the context of an anti-binge drinking health campaign, the researcher therefore focused on how the level of fear in tailored messages influences college students’ perceptions of the message, their message processing, and their attitudes and behavioral changes. Using a 2 (regulatory focus: promotion vs. prevention) X 2 (message framing: gain vs. loss) X 2 (level of fear appeals: low vs. high) experimental design, the researcher found that messages that are consistent with individuals’ interests are more persuasive. When the tailored message contained a low fear appeal, more fluent message processing and greater perceptions of message relevance occurred, which in turn impacted persuasion. However, the findings indicate that message effectiveness should be discussed cautiously because the effectiveness of tailored messages is reduced when combined with a high fear appeal. Overall, this study advances our understanding of how a tailored message’s attributes influence individuals’ message processing and persuasion. The findings have practical and theoretical implications for future studies on the use of emotional appeals in persuasive advertising

Credibility of Financial Reporting Communication Between Investors and Management: An Exploratory Study

the purpose of the paper is to examine the role ofcredibility in achieving successful communication processes infinancial reporting and to suggest a theoretical framework basedon source credibility theory that can be used to design researchexploring credibility as a dimension of communication infinancial reporting. The research approach adopted here is acomprehensive, interdisciplinary review drawing on sourcesfrom academic and professional communication, financialreporting, and credibility studies. The framework proposeddrives researchers towards considering the financial reportingprocess holistically, examining senders, receivers, channels andnoise, and not simply factors but levels of persuasion and changesin attitude. If financial reporting is the product, and users are theaudience, source credibility theory potentially offers anothermeans of understanding why audiences might be more persuadedby one means of financial reporting than another. This paper isthe first attempt to call the attention of financial reportingscholars to the area of communication through studying thecredibility of communication and its effects on the successfulnessof communication process. Also, the paper contributes to thedebate relating to the understanding of the factors anddimensions of comprehensive credibility that includes all partiesinvolved in the financial reporting communication process

Persuasion: an analysis and common frame of reference for IS research

Information Systems (IS) researchers persistently examine how Information and Communications Technology (ICT) changes attitudes and behaviours but rarely leverage the persuasion literature when doing so. The hesitance of IS researchers to leverage persuasion literature may be due to this literature’s well-documented complexity. This study aims to reduce the difficulty of understanding and applying persuasion theory within IS research. The study achieves this aim by developing a common frame of reference to help IS researchers to conceptualise persuasion and to conceptually differentiate persuasion from related concepts. In doing this, the study also comprehensively summarises existing research and theory and provides a set of suggestions to guide future IS research into persuasion and behaviour change

#BG4Unity: Testing the Effectiveness of a Social Media Activism Workshop

Social media is not only a form of communication that surrounds one’s personal life, but it has also become a platform for expressing opinions and advocating for social change. Using #BG4Unity, an anti-hate social media campaign, as a foundation I developed a workshop that aims to educate participants on the value of diversity and to increase their social media activism skills. This study found that the workshop increased participant’s attitudes toward diversity, social media activism skills, and that those who attended the workshop had increased attitudes toward diversity and social media activism skills compared to those who did not attend the workshop