Persuasion in an Algorithmic Context

The centrality of data and algorithms in media have changed the creation, delivery, and consumption of online content, including persuasive content. This chapter focuses on the algorithmic persuasion process between consumers and brands, and introduces it through the research conducted at ASCoR’s Persuasion and New Media Technologies group. Algorithmic persuasion involves deliberate persuasive attempts that are data-driven and mediated by algorithms. We introduce central findings related to data used for algorithmic persuasion, its effects on individuals and society, as well as individuals’ understanding of such persuasive processes. The chapter concludes with a research agenda identifying four central themes related to theory development, mis- and disinformation, consumer vulnerabilities, and algorithmic persuasion in different contexts.