Examining and extending the influence of presumed influence hypothesis in social media
| Autor: | Lulu Peng, Lijiang Shen, Hyunyi Cho |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Social Psychology
Process (engineering) business.industry Communication 05 social sciences 050801 communication & media studies 050109 social psychology Article Epistemology Communication theory 0508 media and communications 0501 psychology and cognitive sciences Social media business Psychology Applied Psychology Mass media |
| Zdroj: | Media Psychol |
| ISSN: | 1532-785X 1521-3269 |
| DOI: | 10.1080/15213269.2020.1729812 |
| Popis: | The influence of presumed influence hypothesis (IPI) is a communication theory accounting for the process of persuasive media effects. 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. 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. Presumed exposure predicted presumed influence, consistent with IPI. Other predictors of presumed exposure and presumed influence were also found. 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. Social media message view numbers did not predict persuasive outcomes directly, but the evaluation of and engagement in the message did. Finally, the data were inconsistent with the assumption of pervasive mass media reach. This study provides theoretical implications for examining persuasive effects of social media messages, while enhancing and expanding IPI. Limitations of the study and directions for future research are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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