Impacts of authority and unanimity on social conformity in online chats about climate change

Abstract

Background The purpose of this study was to examine whether two variables of persuasive communication, authority and unanimity, induce social conformity when people communicate over digital social media without knowing each other. Analysis Data collection was based on a mixed methodology. In all, 26 subjects were tested (N = 26). Conclusions and implications The research showed that the tendency of conforming to groups is maintained in online communications. However, the level of such conformity is not as high as the level that prevails in face-to-face communication.