Chapter 10. Persuasion in Cyberspace

Objective:

Persuasion on the Internet ranges from the most creative branding communication endorsed by celebrities to the simplest e-mail marketing and banner ad programs. From rich interactive media to straightforward HTML text messages, persuasion online urges consumers to try new products and services. The objective of this chapter is to reinforce how the Internet has varying levels of acceptance of persuasion and to gain a clear understanding of the following:

  • Powerful persuasive tactics

  • Persuasion in its infancy stage

  • Beyond the traditional endorsement

  • How technology intensifies persuasion

  • The fine line between persuasion and invasion

  • Varying levels of acceptance

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