Persuasive Communication and Attitude Change: An Empirical Study of the Effects of Mediated Motivational Videos on Religiosity of Pakistani Viewers

Abstract

The study tends to investigate role of persuasive communication in bringing up significant changes in the attitude of respondents. Drawing on the theoretical foundation of ELM (Elaboration Likelihood Model) the study investigated how individuals engage and respond towards persuasive videos of popular scholars within religious contexts. Empirical investigation employing experimental design of (Pre-Test) and (Post Test) have been conducted using simple random sampling technique. The manipulated variables of "Exposure to persuasive communication and "Religiosity" have been used for conducting experiment on sample of 110 respondents. The findings proved the undertaken hypothesis with 0.00 significant value that there is significantly positive relationship with exposure to persuasive motivational communication and the level of positive perception about Islam. The more is the exposure to positively inspiring motivational videos the more will be the level of religiosity in terms of positive perception of Islam in Muslim consumers of Pakistan.