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The Social NetUnderstanding our online behavior$
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Yair Amichai-Hamburger

Print publication date: 2013

Print ISBN-13: 9780199639540

Published to Oxford Scholarship Online: May 2013

DOI: 10.1093/acprof:oso/9780199639540.001.0001

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Computer-Mediated Persuasion and Compliance: Social Influence on the Internet and Beyond

Computer-Mediated Persuasion and Compliance: Social Influence on the Internet and Beyond

Chapter:
(p.79) Chapter 5 Computer-Mediated Persuasion and Compliance: Social Influence on the Internet and Beyond
Source:
The Social Net
Author(s):

Brandon Van Der Heide

Erin M. Schumaker

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199639540.003.0005

This chapter explores a variety of facets of computer-mediated persuasion and the gaining of compliance. The chapter opens with a discussion of two important theoretical frameworks that have influenced the contemporary study of persuasion and compliance gaining online: The heuristic—systematic model and social information processing theory. A new sociotechnical influence model is proposed, and is used to frame the current research in the study of online persuasion and compliance gaining. Finally, several implications and new directions suggested by this model are explored including the development of interpersonal credibility impressions online, the strength of online cues, and the ways that communication in online spaces may have self-influential effects on attitudes.

Keywords:   persuasion, compliance, heuristics, social information processing theory, sociotechnical influence model, interpersonal credibility, online cues, self-influential effects

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