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dc.contributor.advisorLuoma-Aho, Vilma
dc.contributor.authorArti, Alina
dc.date.accessioned2023-04-05T05:35:02Z
dc.date.available2023-04-05T05:35:02Z
dc.date.issued2023
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/86266
dc.description.abstractPersuasion or persuasive attempts are inevitable part of human communication. The process of convincing someone to change their attitude, belief, or behavior is vital for corporate communication. Scholars have been researching persuasion as a phenomenon to understand triggers that alter human’s behavior, attitudes, and beliefs. Many persuasion theories are widely applied in marketing and corporate communication. The role of persuasion in communication can be positive or negative. When used for unethical purposes, persuasion can lead to manipulation and exploitation. In recent years, the phenomenon of misinformation has risen big concern in the society. Misinformation appears and is spread by various sources: news media, companies, offline and online gossip, etc. (Swire-Thompson & Lazer, 2019). In many cases, misinformation is so powerful due to its high persuasiveness that triggers audiences to alter their behaviors, thoughts, and beliefs. This study aims to understand the usage of persuasion tactics by different actors when talking about the same case accused of misinformation. To approach this phenomenon, a theoretical framework of persuasive tactics in misinforming messages was created. Later the framework is used to evaluate the selected case: KLM and Fossielvrij NL communication about Fly Responsibly campaign that was accused of misinformation. The objective of the research is to understand which persuasion tactics are utilized by the company and activists to communicate about the case accused of misinformation and compare persuasion tactics used to see the approaches chosen to persuade the audience. The nature of this study is a qualitative study with an abductive approach. The empirical data was collected through netnography of two webpages created by the company and activists that specifically addressed the Fly Responsibly campaign. Data was analyzed through content analysis applying the developed framework. Based on the results, it based visible that company and activists used different persuasion tactics in their communication. The company was creating a vision of KLM being a partner helping customers, appear likable and acting in a socially encouraged manner. Whilst activists through their communication portray KLM as an authority that can be seen as an expert by others, and consequently, mislead them by “overusing” their trust.en
dc.format.extent91
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.rightsIn Copyright
dc.subject.otherpersuasion tactics
dc.subject.othermisinformation
dc.subject.otheractivists’ communication
dc.titlePersuasion tactics used in corporate and activists’ communication
dc.identifier.urnURN:NBN:fi:jyu-202304052399
dc.type.ontasotPro gradu -tutkielmafi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineCorporate Communicationen
dc.rights.copyright© The Author(s)
dc.rights.accesslevelopenAccess
dc.type.publicationmasterThesis
dc.contributor.oppiainekoodi2043
dc.subject.ysoaktivistit
dc.subject.ysoyritysviestintä
dc.subject.ysoviestintä
dc.subject.ysosuostuttelu
dc.subject.ysoactivists
dc.subject.ysocorporate communications
dc.subject.ysocommunication
dc.subject.ysopersuasion
dc.format.contentfulltext
dc.rights.urlhttps://rightsstatements.org/page/InC/1.0/
dc.type.okmG2


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