PERSUASION 2: PERSUASION VIA SOCIAL MEDIA

Question 1

What is involved with the elaboration likelihood model?

Answer 1

Central route

Peripheral route

Question 2

What is the central route of persuasion of the elaboration likelihood model?

Answer 2

• Appealing to someone’s logic and reason (eg. quality argument)
• Deep processing
• Persuasion outcome: Lasting change

Question 3

What is the peripheral route of persuasion in the elaboration likelihood model?

Answer 3

• Leverage surface features that appeal to superficial processing/grab attention
• Shallow processing

Question 4

What is the persuasion outcome of the peripheral route of persuasion?

Answer 4

• Temporary persuasion

- Susceptible to counter-persuasion

Question 5

What is clickbait?

Answer 5

• Sensational headlines to attract the audience to click through to further content
• Curiosity gap

Question 6

What is the formula to creating a clickbait heading?

Answer 6

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

Question 7

How does clickbait effect perceptions of source credibility?

Answer 7

Negatively

Question 8

What are user responses to social media advertising?

Answer 8

• Informativeness

- Creativity

Question 9

What is considered before a post is ‘liked’?

Answer 9

• Content appreciation
• Friends
• Audience
• Reputation
• Appropriateness
• Support
• Peer support

Question 10

Whether social media persuasion is successful depends a lot on how popular it is. What is is involved in popularity?

Answer 10

• Bandwagon heuristic
• Social norms
• ‘Shares’ appear to be particularly persuasive

Question 11

What do social media influencers use to persuade an audience?

Answer 11

• Self-branding

- Selective self-presentation

Question 12

How does authenticity and credibility effect social media persuasion?

Answer 12

Credibility = persuasion

Perceived ability and motivation of the message source to produce accurate and truthful information

Question 13

What produces attractiveness in social media persuasion?

Answer 13

Similarity
Familiarity
Likeability

Question 14

More followers = ??

Answer 14

Greater likability

Question 15

In Byrne, Kearney and MacEvilly (2017), What did they find about how influencers influence behaviour?

Answer 15

59% followed influencers
16% had high influence on food choices
32% of influences motivated healthier food choices

Question 16

What makes a good instagram post according to Ramos-Serrano and Martinez-Garcia (2016)?

Answer 16

Wide, full-body shots
Camera at eye level
Main visual elements in the centre
Warm colours and black

Question 17

What makes a good instagram post according to Manovich, 2017?

Answer 17

Themes

Sequencing

Question 18

_________ can impact on advertising recognition

Answer 18

Disclosure

Question 19

According to the elaboration likelihood model, what route of persuasion involves less effortful processing?

Answer 19

Peripheral

Question 20

What factors do users consider prior to hitting the like button on social media?

Answer 20

• content appreciation
• friends
• appropriateness

Question 21

The perceived _________ of social media influencers make them persuasive communicators.

Answer 21

Authenticity

Question 22

True or false: click bait headlines result in positive effects on perceptions of source credibility.

Answer 22

False