How social media influencers persuade audiences in socio-political campaigns : an elaboration likelihood model perspective

• Main Authors: Lin, ShengJun, Koh, Andrea Kai Xin, Yap, Lea Ning Yi, Low, Jia Xuan
• Other Authors: Saifuddin Ahmed
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication::Communication theories and models
• Online Access: https://hdl.handle.net/10356/155901
• Institution: Nanyang Technological University

Social media influencers (SMIs) can serve as key disseminators of information and promote socio-political messages to other users. This two-part study uses the Elaboration Likelihood Model (ELM) to understand how influencers persuade other users in socio-political contexts. Both Study 1 and 2 examin...