Week 9 - Persuasion 2 (Persuasion Via Social Media) Flashcards
What are the 3 sources of information?
eWOM
Brands/Service Providers
Influencers
What is eWOM?
Electronic Word of Mouth
- Describes comments made by customers, existing or prospective, about a product via the internet
- Can influence customers attitudes and behaviours
What are the 2 routes of persuasion according to the ELM?
Central
Peripheral
What is the Central Route of Persuasion?
Providing good quality arguments to appeal to someones logic and reasoning
Results in deeper level processing
Persuasion = Lasting change
- Eg BPA free product
What is the Peripheral Route of Persuasion?
Leveraging surface features that appeal to superficial processing/grab attention
Less effortful/shallow processing
Persuasion outcome = temporary change susceptible to counter-persuasion
- Eg communicator attractiveness
Clickbait uses what route?
Peripheral
What is Clickbait?
The use of sensational headlines to attract the audience to click through to further content
What does Clickbait work due to?
The Curiosity Gap (filling in unknown gaps in knowledge)
Clickbait uses what kind of words?
Trigger words and adjectives
Clickbait results in what kind of perceptions?
Negative perception of source credibility
5 key things in Clickbait
Number, trigger word, adjective, keyword, promise
Likes and shares =
effective and greater message spread
What is informativeness?
Ability to inform users of product alternatives so they can make the best choices according to value
What is creativity (in regards to ads)?
Extent to which an ad is original and novel
What do people consider before they ‘like’? (5)
Content appreciation Friends Audience Appropriateness Support for it (do others like it)
What is the Bandwagon Heuristic?
Basing perceptions/behaviours on reactions of others
What is the effect of Social Norms?
Subjective norms guides behaviour intention
- shares appear to be particularly persuasive
What is Self-Branding?
Users posting highly curated content to present certain images of themselves
What is selective self-presentation?
Involves expressing oneself in ways that create desired impression
Social media influencers are seen as genuine when compared to who?
Celebrities
What is more crucial for persuasion, credibility or authenticity?
Credibility
What is Source Credibility?
A source is credible when it is comprised of what (3) things?
The perceived ability and motivation of the message source to produce accurate and truthful information
- expert knowledge
- trustworthy
- experience
What are the (3) key things when considering if someone is attractive?
Similarity
Familiarity
Likeability
What % of participants followed influencers?
59%
What makes a good Instagram post?
Wide full body shots
Camera at eye level
Main elements in the centre
Warm colours and black
What 4 colours are the most influential?
Black, grey, brown and navy
What is sequencing?
Establishment of a temporal pattern, similar photos alternated in a systematic way
Explain the effects of authenticity/deception in regards to disclosure
Disclosure can impact on advertising recognition, and disclosure memory can potentially have flow-on effects for viewer attitudes.
What is Reciprocity?
Compelled to repay what another person has given to us
What is Scarcity?
Short supply of items (value = increased when less)
