Finally, the data were inconsistent with the assumption of pervasive mass media reach. Social media message view numbers did not predict persuasive outcomes directly, but the evaluation of and engagement in the message did. Self’s evaluation of the message (realism) and engagement in the message (identification) predicted presumed exposure by others and presumed influence on others, supporting the expectation that a motivational mechanism of IPI is self-centric social perception. Other predictors of presumed exposure and presumed influence were also found. Presumed exposure predicted presumed influence, consistent with IPI. View numbers in social media directly predicted presumed exposure by others and indirectly predicted presumed influence on others, consistent with IPI and inconsistent with the bandwagon heuristic. The present study integrates theoretical perspectives in persuasion and new and traditional media effects research to investigate the assumptions and explanatory mechanisms of IPI in an experiment. The influence of presumed influence hypothesis (IPI) is a communication theory accounting for the process of persuasive media effects.
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