Persuade Wisely, Keep Fit Effectively: A Computational Analysis of Opinion Leadership and Persuasion Tactics Using Elaboration Likelihood Model

This study explores the role of opinion leadership traits and persuasion tactics in disseminating weight loss-related information on social media. Drawing on the Elaboration Likelihood Model (ELM), the research assesses the impact of opinion leaders’ connectivity, knowledge, and persuasiveness on weight loss persuasive information processing, i.e., central and peripheral routes. Using computational methods, data collected from a Hong Kong social media platform was analyzed. Preliminary results indicate that all three dimensions of opinion leadership—connectivity, maven, and persuasiveness—are associated with central persuasion tactics, while only maven showed significant association with peripheral persuasion tactics. These findings demonstrate how opinion leadership characteristics influence communication styles and highlight the pivotal role of opinion leadership in shaping persuasion process. The study provides practical implications for health professionals in targeting opinion leaders with specific traits to optimize persuasion effectiveness in weight loss and obesity prevention interventions.