The Effect of Bilingual Congruence on the Persuasive Influence of Videos and Comments on YouTube
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DOI: 10.1177/0261927x17724552
Abstract: Social media offer a global village in which user-generated comments from different groups and many languages appear. Extending the notion of prototypes in social identification theory, research examined the persuasive influence of comments supporting or… read more here.
Keywords: bilingual congruence; persuasive influence; effect bilingual; comments language ... See more keywords