Document Type
Article
Publication Date
3-2-2017
Abstract
This research applies narrative persuasion theory to participatory websites. Specifically, the study examines the joint effect of online review structure (narrative/nonnarrative) and source attributes (expert/nonexpert) on attitude strength (attitude certainty and intensity). Results demonstrate that source attributes moderate the relationship between transportation and attitude intensity but not attitude certainty. These findings advance transportation theory by illuminating that readers glean source attributes on participatory websites, and these attributes modify transportation effects. The findings offer implications for participatory websites and design features that may facilitate or hinder readers in their quest to make decisions based on the reviews they read.
Recommended Citation
Liang, Y., & Tukachinsky, R.H. (2017). Narrative persuasion 2.0: Transportation in participatory websites, Communication Research Reports, 34(3), 201-210. doi: 10.1080/08824096.2017.1285759
Copyright
Eastern Communication Association
Included in
Communication Technology and New Media Commons, Critical and Cultural Studies Commons, Health Communication Commons, Mass Communication Commons, Other Communication Commons
Comments
This is an Accepted Manuscript of an article published in Communication Research Reports, volume 34, issue 3, in 2017, available online at DOI: 10.1080/08824096.2017.1285759. It may differ slightly from the final version of record.