Broadcasting and narrowcasting: the impact of affective and cognitive message framing on message persuasiveness

Consumer-generated messaging through narrowcasting and broadcasting platforms has become more accessible and influential. Previous studies have examined why consumers generate messages on different social media platforms from the sender's perspective. This study presents how affective and cognitive message framing influence message persuasiveness from the receiver's perspective. The findings of Study 1 confirm that cognitive messaging is more persuasive on a broadcasting platform while affective framing is more persuasive on a narrowcasting platform. The mechanism that underlies this effect is identified in Study 2, suggesting that the interaction between message framing and medium platform ultimately affects the consumers' attitude by influencing their perception of message-platform fit. Theoretical and practical implications are discussed.