Connective-Collective Action on Social Media: Moderated Mediation of Cognitive Elaboration and Perceived Source Credibility on Personalness of Source

Elmie Nekmat*, Karla K. Gower, Shuhua Zhou, Miriam Metzger

*Corresponding author for this work

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

52 Citations (Scopus)

Abstract

Taking the logic of online connective action from an information-processing viewpoint, an online experiment (N = 208) was done to examine whether individuals’ cognitive elaboration on messages received from different sources (personal: friends, family, vs. impersonal: organization) mediates their willingness to engage in connective-type collective activities on social media (e.g., commenting, “Liking”); and whether this indirect influence is biased by perceived source credibility. Results revealed significant influence from personal sources. Cognitive elaboration positively mediates this influence and was conditionally affected by high source credibility. Direct influence from personal issue involvement and perceived self and technological efficacy was also observed. Theoretical contributions (i.e., cognitive demands at individual level) and practical implications (i.e., enhancing organizational credibility, popularity of easy-to-do acts) are discussed. © The Author(s) 2015.
Original languageEnglish
Pages (from-to)62-87
JournalCommunication Research
Volume46
Issue number1
DOIs
Publication statusPublished - 1 Feb 2019
Externally publishedYes

Bibliographical note

Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to [email protected].

Research Keywords

  • cognitive elaboration
  • collective action
  • connective action
  • social media
  • source credibility
  • source effects

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