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Social Influence Online: A Tale of Gender Differences in the Effectiveness of Authority Cues
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Author(s): Bradley M. Okdie (The Ohio State University at Newark, Newark, OH, USA), Rosanna E. Guadagno (The National Science Foundation, Arlington, VA, USA), Petia K. Petrova (Dartmouth College, Hanover, NH, USA)and Wyley B. Shreves (The University of Alabama, Tuscaloosa, AL, USA)
Copyright: 2013
Volume: 3
Issue: 1
Pages: 12
Source title:
International Journal of Interactive Communication Systems and Technologies (IJICST)
Editor(s)-in-Chief: Melda N Yildiz (New York Institute of Technology, USA)and Hany Zaky (Eastern International College)
DOI: 10.4018/ijicst.2013010102
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Abstract
This study examined the extent to which communicator salience manipulated by varying communication modes, authority-based social influence, and gender affect persuasion in online environments by utilizing a 2 by 2 between subjects design. Participants of the experiment were either presented with an authority-based influence attempt or no influence attempt. They then engaged in a persuasive interaction with a same-sex confederate via computer-mediated communication (CMC) or face-to-face. Results revealed that men in the Authority condition who interacted via CMC were more persuaded then men in the Peer condition who interacted via CMC. Additionally, men reported more confidence when interacting via CMC and reported that their decision was more influenced by the confederate online. Moreover, perceptions of the confederate varied by gender and communication mode. Analysis suggests that authority based influence tactics via CMC are more effective for men than for women.
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