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Influence on Facebook - The Effects of Cialdini´s Principles of Persuasion and persuasive Sources on Purchase Intention and Persuasiveness on Facebook

Tölken, Laura (2017) Influence on Facebook - The Effects of Cialdini´s Principles of Persuasion and persuasive Sources on Purchase Intention and Persuasiveness on Facebook.

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Abstract:The principles of persuasion (Cialdini, 2001) were adapted from the corporate communication into the marketing domain years ago. They are a common and widely used marketing-tool to make consumers comply with purchase-requests in the offline environment. Consequently, this research deals with the adaption of the principles of persuasion into the online-environment of Facebook and tests their effectiveness in influencing on purchase intention and persuasiveness. In addition to the principles of persuasion, sources that are present in social media and could make use of the principles are researched as well. The principles in this research are reciprocity, commitment and consistency, social proof, authority, and scarcity; the persuasive sources are a brand page and an ordinary user, and, as a combination of both, a user sharing a former posted post by a brand site. To investigate whether the combination of the principles and sources differ in effectiveness, a 5x3 in between-subjects experimental research design was constructed. It became clear that no significant difference between the principles or the sources was detectable. No significant principle, source, or combination of both is more effective than another in influence on purchase intention and persuasiveness. Therefore, it is recommended to further research within this area.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/73454
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