Given the low-involvement nature of the Facebook plat- form, consistent with the ELM (Petty and Cacioppo 1986), there should be a greater emphasis on peripheral cues (e.g., number of followers, hedonic content, timing and number of posts). Conversely, in line with ELM predictions, in high- involvement platforms such as blogs, argument quality should exert a greater impact on persuasion; this implies that source expertise and post content should play important roles in elicit- ing engagement on blog platforms.