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Abstract

Two online experimental studies (n_study1 = 318, n_study2 = 462) were conducted to examine whether social media informant type (celebrity influencer vs. expert) and presentation type (numeric vs. generic information) influenced behavioral intentions. Results from Study 1 found that expert-authored posts with numeric information were more persuasive for credibility assessments and, in turn, intentions to obtain the COVID-19 booster vaccine. In Study 2, we retest our hypotheses in the context of support for police reform. Contrary to expectations, neither message manipulation persuaded individuals. Partisanship, however, played a key role in behavioral intentions.

Keywords

persuasion social media partisanship message processing credibility

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