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The consumer-to-consumer persuasion : application of rhetorical appeals in consumer’s reviews

Gabriel Taquini, Rana (2016) The consumer-to-consumer persuasion : application of rhetorical appeals in consumer’s reviews.

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Abstract:The human need for interaction explains their engagement in social networks sites and why they are willing to actually make their role in Web 2.0 through User Generated Content (UGC). Self-expression, self-confidence and the reinforcement of their character are also reasons and are aligned with persuasive goals. The persuasive nature of human communication is elicited by the classical rhetoric, an ancient series of systems encompassing all the possible uses of written and spoken language. Its survival over the years is explained by its adaptability to different media and context and by the fact that it considers the whole man as sources of persuasive appeals: character (ethos), emotion (pathos) and reason (logos). Considering the consumer to consumer conversation through social media based communities this study explored the application of persuasive appeals in such interactions and answer the following question: RQ: To what extent ethos, pathos and logos are used in consumer to consumer conversations? A content analysis was performed in a set on consumer online reviews about three different business categories. The main finding shows that consumers used more logical appeals to illustrate their standpoint. The study also supports the idea that a good persuasive message addresses all the rhetorical appeals.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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