Student Research Day Abstracts and Posters

Document Type

Poster

Publication Date

12-10-2014

Faculty Advisor(s)

Yuhua (Jake) Liang

Abstract

Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.

Comments

Presented at the Fall 2014 Undergraduate Student Research Day at Chapman University.

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