Authors Influencing Others to Follow: An Analysis of a Social Media Platform Through the Framework of Persuasion Theory

Abstract

Technology has not only transformed the music sector of the entertainment industry, it has also transformed the book publishing sector.

“You Go, Girl:” How Facebook and Instagram impacted the post-feminist construction of Electric Forest’s Women’s Program

“…The principle of authority argues that humans are trained to trust and obey those in positions of power, "because they are perceived as experts" (Guadagno & Cialdini, 2005, p.104). Furthermore, Rothschild (2014) writes that people are "willing to suspend rational and reasonable judgment when faced with a request by an authoritative figure" (p. 266). In 2001, Gugen and Jacob considered the extent to which an individual's status affects online compliance.…”

“…Additionally, the principle of consistency argues that individuals appreciate when an organization demonstrates characteristics such as "logic, rationality, stability, and honesty" (Rothschild, 2014). According to Rothschild (2014), consistency is a response to "our nearly obsessive desire to be (and to appear) consistent with what we have already done" (p. 259). He states that, "once we have made up our minds -taken a stand, made a commitment to some issue --we don't have to think hard about it again when bombarded by another or similar request" (p. 260).…”

“…Liking argues that audiences are more likely to comply to a request from an organization or individual that they are fond of. Those who are physically attractive, similar to the audience, complementary, or familiar are the most influential (Rothschild, 2014). The effectiveness of these four characteristics is dependent on what the influencer is trying to achieve.…”

“…For instance, Rothschild (2014) states that "attractive people are more persuasive both in terms of getting what they request and changing others' attitudes" (p. 264); while friendly-looking similar others help an influencer to "establish credibility, build trust, and promote engagement" (Rothschild, 2014, p. 265). To contrast, social proof proposes that people are prone to peer pressure and will copy the action of similar others when they are uncertain of how to behave (Rothschild, 2014). Furthermore, an individual is more likely to assume that a behaviour is appropriate when he or she sees many others behaving in the same fashion (Rothchild, 2014).…”

“…Authority appeared when expertise or superiority was explicitly stated or made obvious (ex. an "about me" section listing professional and/or academic achievements) (Rothschild, 2014). Social proof was exemplified when the author publicly acknowledged users who had already "liked" or supported the page (Rothschild, 2014, p. 262).…”