Universität zu Köln

Zimmermann, Daniel ORCID: 0000-0003-3311-4138 (2026). Contextual Factors in Digital Persuasive Communication: The Roles of Information Source, Message Modality, and Self-Presentation. PhD thesis, Universität zu Köln.

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Abstract

The digital transformation has fundamentally altered how individuals search for, perceive, and share information across social, political, and commercial areas. The democratisation of content production, the emergence of new information sources, such as influencers, and the broader access to information have raised concerns regarding information overload, diminished gatekeeping, and a greater reliance on heuristic message evaluation. These developments may compromise critical content assessment and heighten susceptibility to fake news. Therefore, the question of how digital communication, particularly persuasive communication, impacts users has become a focal point of research. This cumulative dissertation, comprising five peer-reviewed empirical studies, examines the role of contextual factors in persuasive communication across different digital media environments. Employing a multi-method approach that includes quantitative and qualitative surveys, controlled experiments, and mixed-methods designs, the dissertation investigates three key contextual factors: the characteristics of the information source (i.e., expertise, type) – especially in the case of influencers – the message modality (i.e., Virtual Reality, audio, video, text), and self-presentation strategies of influencers and ordinary users. The cumulative findings demonstrate that source characteristics, such as perceived expertise and message modality cues, have a significant influence on persuasive outcomes. Importantly, psychological mechanisms such as personal involvement are vital for these effects. The strategic idealisation of self-presentation underscores the potential harmful effects of social media use. Thus, results also suggest a complex interplay between contextual factors. This dissertation broadens classical communication theories by emphasising the need for integrative models and proposing a conceptual framework that considers digital-specific contextual dynamics. Practical implications include recommendations for media literacy interventions and content design strategies.

Item Type:	Thesis (PhD thesis)
Creators:	Creators Email ORCID ORCID Put Code Zimmermann, Daniel danielzimm1991@yahoo.de https://orcid.org/0000-0003-3311-4138 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-809410
Date:	2026
Language:	English
Faculty:	Faculty of Human Sciences
Divisions:	Faculty of Human Sciences > Department Psychologie
Subjects:	Psychology
Uncontrolled Keywords:	Keywords Language Digital persuasive communication English Contextual Factors English Psychological Mechanisms English
Date of oral exam:	8 July 2026
Referee:	Name Academic Title Kaspar, Kai Prof. Dr. Dr. Hugger, Kai-Uwe Prof. Dr. Krämer, Nicole Prof. Dr.
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/80941