Timm Teubner, Christof Weinhardt and I recently published a new article on the role of user anonymity for communication persuasiveness in the Information & Management journal. The paper is currently in press and already available online.
In the study, we investigate how persuasiveness of a message changes by a seemingly simple intervention – whether a picture and a name is provided or not. While we keep the message the same, we show that through the construct of social presence, both user credibility and involvement significantly change. Our research also sheds new light on the Elaboration Likelihood Model of persuasion by showing some inherent contradictions.
If you’d like to learn more about this study in less than 10 minutes, have a look at my Science Slam at Lido from more than a year ago (German only).