Online Persuasive Communication and Its Applications

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 7 in Decoding Digital Consumer Behavior, 2024, pp 95-112 from Springer

Abstract: Abstract This chapter explores the multifaceted concept of online persuasive communication and its wide-ranging applications in the digital domain. Rooted in the foundational works of Alfred Marshall, John Stuart Mill, and the seminal principles outlined by Robert Cialdini in “Influence: The Psychology of Persuasion,” the chapter delves into the core principles of reciprocity, scarcity, consistency, authority, social proof, and liking. These principles, adapted for the digital age, provide a framework for effective marketing strategies on digital platforms, leveraging the psychological predispositions of consumers to foster engagement, drive conversions, and build brand loyalty. The chapter emphasizes the strategic use of digital channels, including social media, websites, and blogs, to employ persuasive techniques that resonate with contemporary consumers. It highlights how the dynamics of authority can be manifested through influencers, showcasing the power of credible figures in shaping consumer behavior. Furthermore, it explores the integration of scarcity and urgency in online promotions, demonstrating how time-bound offers and limited availability can significantly heighten consumer interest and compel action. Through the examination of key models like the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior, the chapter provides a nuanced understanding of how attitudes and behaviors are shaped in online environments. It also addresses the role of cognitive dissonance and self-perception theory in digital persuasion, offering insights into the complex interplay between consumer self-awareness and external messaging. By weaving together theoretical insights with practical applications, the chapter serves as a comprehensive guide to harnessing the principles of persuasion in digital marketing. It underscores the importance of creating authentic connections, leveraging social proof, and maintaining a human-centric approach to brand communication, thereby equipping marketers with the tools to navigate the ever-evolving digital landscape effectively.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-3454-2_7

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DOI: 10.1007/978-981-97-3454-2_7

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