What do superdiffusers do when they want to persuade someone about politics on Facebook?

摘要

Social network sites such as Facebook offer opinion leaders an unprecedented ability toattempt to persuade people about politics. This survey (N = 295) sought to exploreopinion leader types of and motives for producing political messages aimed at persuadingothers on Facebook. The results indicated that mavens, a type of opinion leader,were more likely to broadcast messages aimed at persuading their network as well astarget individuals using Facebook’s affordances. Furthermore both intrinsic and extrinsicmotives were identified that moderated the strength of these relationships. Thisstudy contributes to both understanding opinion leadership as well as political persuasionattempts in social media.