Scroll, share, cancel : how messages on TikTok influence brand attitudes, emotions, and sharing intent
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This study examines how persuasive message cues influence user perception and behavior on TikTok, using the #BoycottBudLight controversy as a case context. Guided by the Elaboration Likelihood Model (ELM), the research explores how source type and news source of TikTok messages affect four dependent variables: source credibility, emotional response, brand attitude, and intent to share in a 2x2 mixed factorial design experiment, with participants viewing two TikTok video stimuli and reporting their responses on the dependent variable measures. The study highlights the significant role of peripheral cues such as source credibility and emotionally arousing content in message processing on social media. Findings contribute to the current understanding of how audiences engage with politically charged content on fast-paced platforms and offer implications for media scholars and communications professionals navigating persuasion in polarized online environments.
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M.A.