Persuasion In Social Media

Question 1

What are the sources of information on social media?

Answer 1

eWOM: electronic word of mouth (comment about product via the media)

• impact consumer attitudes/behaviours
• public
• quick
• messages or brands via service providers
• influencers

Question 2

What is the elaboration likelihood model?

Answer 2

Two types of persuasion:
Central route
-appealing to someone’s logic and reason (providing a quality argument) 
-deep processing 
-persuasion outcome: lasting change 

Peripheral route

• leveraging surface features that appeal to superficial processing/grab attention
• less effortful/shallow processing
• persuasion outcome: temporary change susceptible to counter persuasion

Question 3

What is click bait

Answer 3

Appeals to the peripheral route

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

Creates a curiosity gap which causes users to click

Negative affects on perceptions of source credibility

Question 4

What makes a clickbait heading?

Answer 4

Think of trigger words (adjectives to make your headline compelling)
Surprising/weird/amazing/essential/it’s not what you think

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

Question 5

User responses to social media advertising

Answer 5

• informativeness
• creativity

Important factors which co tribute to success

Question 6

What do people consider before you “like”?

Answer 6

• content appreciation

- other factors: friends, audience, reputation, appropriateness, support, do others like it?

Question 7

What might be influencing people when they base their perceptions of photos on number of likes?

Answer 7

• bandwagon heuristic
• social norms
• ‘shares’ appear to be particularly persuasive

Question 8

What are two important aspects of social media influencers?

Answer 8

• self branding
• selective self presentation

They’re third party endorses

Question 9

What is a powerful tool for persuasive attempt?

Answer 9

Authenticity + credibility

-credibility -> persuasion (recent research suggests that credibility is the most important aspect)

Question 10

Define source credibility

Answer 10

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

Question 11

What’re source attractiveness dimensions?

Answer 11

Similarly between message source and recipient (people follow those similar to themselves)

Familiarity (knowledge of the aource through exposure)

Likeability

Question 12

What makes social media influences likeable?

Answer 12

-more followers -> greater likeability

Female users appear to be sensitive to the follower, following ratio:
-lower likeability for accounts with highly uneven follower/following ratios

Question 13

Can influencers influence behaviours ?

Answer 13

So far it seems so.
59% of participants followed influencers
16% said that influencers had a high influence of their food choices
32% said influencers motivate healthier food choices

Question 14

What makes a good instagram post?

Answer 14

Wide, full body shots

Camera at eye level

Main visual elements in centre

Warm colours and black features predominantly

Study showed that black, grey, brown and blue are the most commonly used colours by famous influencers.

Themes in feed

Sequencing

Question 15

Authenticity and deception in social media influencers

Answer 15

Forced to have sponsored disclosures.

Disclosures can impact on advertising recognition, and disclosure memory can potentially have flow-on effects for viewer attitudes

Question 16

Other persuasion factors that may be leveraged on social media

Answer 16

• reciprocity (discount code compels ya to repay/follow influencer)
• scarcity (peripheral route, short supply of a product, flash sales)