Examining the effect of identification with a social media community on persuasive message processing and attitude change

Abstract

Recent scholarship has suggested the presence of website-delineated social identities within social media platforms, couched within the social identity model of deindividuation effects, and evidenced by distinct commenting patterns between networks. This study experimentally evaluated the possibility that Imgur users self-categorize and identify with an Imgur social identity, testing this hypothesis through the lens of in-group argumentation and attitudinal conformity. Specifically, this study presented persuasive messages to individuals reporting varying levels of Imgur identification and measured resulting attitudes, manipulating message context and the presence of message-reinforcing user comments. Findings support the proposition that users identify with the Imgur community, as high-identifiers exhibited greater message processing and normative attitude change when exposed to a persuasive message from an in-group source (i.e. another Imgur user) than low identifiers. These results further our understanding of contemporary social media use, contributing to a growing body of literature exploring online social identification and persuasive message processing.