Narrative Persuasion 2.0: Transportation in Participatory Websites

This research applies narrative persuasion theory to participatory websites. Specifically, the study examines the joint effect of online review structure (narrative/nonnarrative) and source attributes (expert/nonexpert) on attitude strength (attitude certainty and intensity). Results demonstrate tha...

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Bibliographic Details
Published inCommunication research reports Vol. 34; no. 3; pp. 201 - 210
Main Authors Liang, Yuhua (Jake), Tukachinsky, Riva H.
Format Journal Article
LanguageEnglish
Published Routledge 03.07.2017
Subjects
Attitude Strength
Narrative Structure
Online Reviews
Participatory websites
Source Attributes
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Summary:This research applies narrative persuasion theory to participatory websites. Specifically, the study examines the joint effect of online review structure (narrative/nonnarrative) and source attributes (expert/nonexpert) on attitude strength (attitude certainty and intensity). Results demonstrate that source attributes moderate the relationship between transportation and attitude intensity but not attitude certainty. These findings advance transportation theory by illuminating that readers glean source attributes on participatory websites, and these attributes modify transportation effects. The findings offer implications for participatory websites and design features that may facilitate or hinder readers in their quest to make decisions based on the reviews they read.
ISSN:0882-4096
1746-4099
DOI:10.1080/08824096.2017.1285759