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| Topic: |
Business
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| Number of pages / Number of words: |
2 / 523 |
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Yet differences between CMC and traditional communication contexts suggest there is both a need and opportunity to explore alternative frameworks for understanding online persuasion.
Drawing upon theories of influence goals and uses and gratifications, this paper studies the underlying structure of message receivers’ communication goals and their impact on persuasiveness in CMC...
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The results of an online exercise identify a bi-level structure of receivers’ communication goals and demonstrate impacts of these goals on several indicators of message persuasiveness. In the following sections, we first review two prior literature streams that focus on communication goals, present the conceptual research model, and hypothesize relationships between communication goals and indicators of message persuasiveness...
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