Persuasive impact of online media: investigating the influence of visual persuasion

Ibrahim, Nurulhuda; Wong, Kok Wai; Shiratuddin, Mohd Fairuz

doi:10.1109/apmediacast.2015.7210269

Cited by 10 publications

(6 citation statements)

References 16 publications

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“…To optimise the model in terms of the type of persuasion (see Table 1) that can be more effective to a specific user, an outcome is provided in terms of the type of motivational messages each user prefers between a more social-based interaction and system-based interaction. This idea is in line with existing literature where some authors explore the use of social practices for persuasion [55] and others use more system-oriented approaches such as visual interaction [56]. Having this outcome for each individual, scholars, researchers or intervention designers can have a clearer idea of what kind of contextual feedback to provide to end users in order to become more energy efficient (e.g., lowering their energy footprint) in tertiary buildings.…”

Section: Framing the Dimensions Of Persuasion Per Individualmentioning

confidence: 57%

A cascading model for nudging employees towards energy-efficient behaviour in tertiary buildings

Kalamaras,

Sánchez-Corcuera,

Casado-Mansilla

et al. 2024

PLoS ONE

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Energy-related occupant behaviour in the built environment is considered crucial when aiming towards Energy Efficiency (EE), especially given the notion that people are most often unaware and disengaged regarding the impacts of energy-consuming habits. In order to affect such energy-related behaviour, various approaches have been employed, being the most common the provision of recommendations towards more energy-efficient actions. In this work, the authors extend prior research findings in an effort to automatically identify the optimal Persuasion Strategy (PS), out of ten pre-selected by experts, tailored to a user (i.e., the context to trigger a message, allocate a task or providing cues to enact an action). This process aims to successfully influence the employees’ decisions about EE in tertiary buildings. The framework presented in this study utilizes cultural traits and socio-economic information. It is based on one of the largest survey datasets on this subject, comprising responses from 743 users collected through an online survey in four countries across Europe (Spain, Greece, Austria and the UK). The resulting framework was designed as a cascade of sequential data-driven prediction models. The first step employs a particular case of matrix factorisation to rank the ten PP in terms of preference for each user, followed by a random forest regression model that uses these rankings as a filtering step to compute scores for each PP and conclude with the best selection for each user. An ex-post assessment of the individual steps and the combined ensemble revealed increased accuracy over baseline non-personalised methods. Furthermore, the analysis also sheds light on important user characteristics to take into account for future interventions related to EE and the most effective persuasion strategies to adopt based on user data. Discussion and implications of the reported results are provided in the text regarding the flourishing field of personalisation to motivate pro-environmental behaviour change in tertiary buildings.

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Section: Framing the Dimensions Of Persuasion Per Individualmentioning

confidence: 57%

A cascading model for nudging employees towards energy-efficient behaviour in tertiary buildings

Kalamaras,

Sánchez-Corcuera,

Casado-Mansilla

et al. 2024

PLoS ONE

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“…The analyses are important because the instruments are being reused from various resources and applications; in this regard the instruments assessed only the visual design of a website instead of assessing the usability of the entire website. The conceptual model is amended according to the results obtained from EFA, resulting to combination of the visual aesthetic and engagement constructs into a construct labelled as visual engagement [13]. Further exploratory analysis is completed to explore the significant associations between variables (i.e.…”

Section: Methodsmentioning

confidence: 99%

The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals

Ibrahim¹,

Shiratuddin²,

Wong³

2016

AIP Conference Proceedings

Self Cite

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“…The need for creative advertising is related to audiences' intrinsic urge to consume new, unique, unusual, and imaginative materials [56]. The role of multimedia effects, on the other hand, is closely tied to audiences' innate desire for engaging experiences and the pursuit of enhanced enjoyment [57]. The greater the use of multimedia, the greater the product's exposure to the market, increasing sales, having a signi cant impact on the market, and garnering popularity [58, 59,60].…”

Section: Creativity and Multimedia Effects To Elicit Emotionsmentioning

confidence: 99%

The Role of Emotional Appeal in Water Conservation Communication: A Framework for Social Media Engagement

Bakar,

Wu,

Proverbs

et al. 2023

Preprint

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Amidst the growing concern about water scarcity in today’s world, the emergence of social media stands as a pivotal opportunity. This digital phenomenon provides a powerful platform to raise awareness and transform the behaviours of water consumers. While previous research has emphasised the importance of informative messaging in environmental communication, the potential impact of emotional appeal remains understudied. This research aims to fill this gap by proposing a comprehensive framework that integrates the role of emotional appeal, which can be evoked through video creativity and multimedia effects. Drawing upon the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM), the proposed framework highlights the interplay between cognitive and affective factors in influencing individuals’ attitudes, intentions, and behaviours toward water conservation. To empirically examine the proposed framework, Structural Equation Modelling (SEM) was conducted on a dataset consisting of 433 responses. The analysis revealed that the integration of emotional appeal, elicited through creativity, positively influenced individuals’ attitudes toward water conservation. Overall, the implications are significant for addressing shortcomings in current marketing campaigns and changing the behaviour of water consumers. Water companies and other stakeholders are encouraged to develop social media communication strategies that appeal to emotions and foster empathy to promote sustainable water behaviours among water consumers.

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Persuasive impact of online media: investigating the influence of visual persuasion

Cited by 10 publications

References 16 publications

A cascading model for nudging employees towards energy-efficient behaviour in tertiary buildings

A cascading model for nudging employees towards energy-efficient behaviour in tertiary buildings

The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals

The Role of Emotional Appeal in Water Conservation Communication: A Framework for Social Media Engagement

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