Media-Specific Persuasion Knowledge of Social Network Sites Users: an Exploratory Study

We investigate whether consumers possess media-specific persuasion knowledge and how it is structured. In an exploratory qualitative study, we identified endemic knowledge structures related to persuasion attempts in social network sites: Our findings suggest that perceived media mechanisms, agent and tactic knowledge interrelate to form media-specific knowledge structures.


Jonas Foehr and Claas Christian Germelmann (2018) ,"Media-Specific Persuasion Knowledge of Social Network Sites Users: an Exploratory Study", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 282-282.


Jonas Foehr, University of Bayreuth, Germany
Claas Christian Germelmann, University of Bayreuth, Germany


E - European Advances in Consumer Research Volume 11 | 2018

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