Influencing Behaviour via Social Media Flashcards

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1
Q

What is eWOM?

A

Electronic word of mouth

It impacts on consumer attitudes/behaviours it is public and quick and can be done any time in viewed by anyone at any time

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2
Q

How to brand/service providers give out information

A

Via their own social media pages

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3
Q

What are influencers?

A

There in between regular users and brands

Polished advertising from a peer

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4
Q

What is the elaboration likelihood model

A

It is a model of this suasion that describes two ways of processing stimuli the differentially influence or impact on attitude change

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5
Q

What are the two processes within elaboration likelihood model

A

Central route

Peripheral route

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6
Q

What is the central route of persuasion?

A

Provides good quality arguments
Appealing to someone’s logic and reason

Initiates deep processing
It develops lasting change

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7
Q

What is the peripheral route of persuasion?

A

Leveraging surface features that appeal to superficial processing and grab attention

Less effortful shallow processing

Only creates the temporary change that is that susceptible to counter persuasion

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8
Q

What is click bait

A

Sensational headlines to attract the audience to click through to further content

Relates to the cognitive phenomenon of the curiosity gap. We want to fill-in unknown gaps in knowledge

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9
Q

What is the guide to making a click bait heading

A

Number + trigger word + adjective + keyword + promise = clickbait heading

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10
Q

What does click bait lead to

A

Negative effects on perceptions of source credibility

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11
Q

What do people consider before they like something

A

Content appreciation if they genuinely enjoy the content displayed

There are other factors to:
Friends (who is posting and what do you think of them?)
Audience (the effect of your like on the viewer)
Reputation (does liking help or harm your image)
Appropriateness (is liking this content suitable)
Support ( liking to encourage support or endorse someone on their behaviour)
Do others like it (what is the number of existing likes already)

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12
Q

What is the bandwagon heuristic?

A

People base their perceptions and behaviours on the reactions of others

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13
Q

How are shares particularly persuasive (Kim, 2018)

A

They found the participants that looked at something with a higher amount of shares were rated as having more influence on participants and others

High likes lead to the perception of a high influence on others but not on themselves

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14
Q

What is self branding

A

Posting highly curated content to present a certain image of yourself which is an explicit form of selective self preservation

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15
Q

What is selective self presentation

A

It involves expressing oneself in ways that create a desired impression

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16
Q

What is the most crucial factor for persuasion

A

Credibility

Leads to a lower resistance to the message

17
Q

Is attractiveness important to persuasion attempts

A

There are three forms:
Similarity: resemblance between the message source and the recipient

Familiarity: knowledge of the source through repeated exposure

Likeability: affection for the source. The more we like someone the more we want to help or comply with their requests

18
Q

Follower/following ratio influences?

A

Females have a lower likeability for accounts with highly uneven follower/following ratios

19
Q

What makes a good Instagram post?

A

Wide, full body shots

Camera at eye level

Main visual elements in the centre

Warm colours and black

20
Q

Themes on Instagram?

A

Particular style applied to all images to create consistency. Subject, colour or contrast choice.

21
Q

Sequencing on Instagram?

A

Describes establishment of a pattern for feed. Similar photos alternated in a systematic way

22
Q

What do sequencing and themes create

A

Creates a consistent image

23
Q

sponsored?

A

Disclosures can impact on advertising recognition and disclosure memory can potentially have flow on effects for viewer attitude

24
Q

What are the 6 principles of persuasion?

A

Authority

Consensus (see multiple others displaying the same behaviour)

Commitment (strive to maintain consistent beliefs and act in accordance)

Scarcity

Liking

Reciprocity

25
Q

What is the IAM (information adoption model)?

A

Explains how people are affected by the information on technology communication platforms.

4 components:

  1. Argument quality
  2. Source credibility
  3. Information usefulness
  4. Information adoption
26
Q

What percentage of marketers found influencer marketing campaigns effective?

A

94%

27
Q

What is advertising irritation?

A

Describes how advertising an annoy, offend and manipulate customers or divert their attention away from worthy goals

28
Q

Why does brand awareness influence persuasion?

A

Can serve as a heuristic cue or shortcut in decision making

29
Q

What factors influence decision quality?

A

When the topic is personally relevant to the person

When there is little distraction in the environment

When the recipient has the knowledge needed to process the message