Submission Title

Persuasive Messaging in Facebook’s “Here Together” Campaign to Save Face and Rebuild Consumer Trust

Location

Jereld R. Nicholson Library: Grand Avenue

Subject Area

Communication Arts/Rhetoric

Description

In order to weigh the effectiveness of Facebook’s “Here Together” persuasive advertising campaign, this study applied two of Packard’s eight hidden needs and cognitive dissonance theory as a methodological frame for evaluating the campaign’s use of persuasive messaging. As Facebook’s public image was falling apart in the wake of the Cambridge Analytica scandal, the company launched “Here Together” to rebuild consumer trust. This study found that although Facebook effectively used Packard’s compelling needs in its persuasive messaging, it did not resolve the cognitive dissonance created in its users, therefore rendering the campaign ineffective.

The paper upon which this poster was based was written for the Senior Seminar course in Communication Arts. The paper was competitively selected for and subsequently presented at the Northwest Communication Association Conference in Coeur d’Alene, Idaho in April 2019.

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Persuasive Messaging in Facebook’s “Here Together” Campaign to Save Face and Rebuild Consumer Trust

Jereld R. Nicholson Library: Grand Avenue

In order to weigh the effectiveness of Facebook’s “Here Together” persuasive advertising campaign, this study applied two of Packard’s eight hidden needs and cognitive dissonance theory as a methodological frame for evaluating the campaign’s use of persuasive messaging. As Facebook’s public image was falling apart in the wake of the Cambridge Analytica scandal, the company launched “Here Together” to rebuild consumer trust. This study found that although Facebook effectively used Packard’s compelling needs in its persuasive messaging, it did not resolve the cognitive dissonance created in its users, therefore rendering the campaign ineffective.

The paper upon which this poster was based was written for the Senior Seminar course in Communication Arts. The paper was competitively selected for and subsequently presented at the Northwest Communication Association Conference in Coeur d’Alene, Idaho in April 2019.