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)
