Persuasive Communication and Attitude Change: An Empirical Study of the Effects of Mediated Motivational Videos on Religiosity of Pakistani Viewers

The study tends to investigate how persuasive communication can be used for bringing up significant social changes in the attitude of respondents. Drawing on the theoretical foundation of ELM (Elaboration Likelihood Model) the study investigated the effects of mediated motivational videos of popular scholars on the religious attitudes of consumers. For the said purpose a series of experiments (Pre-Test) and (Post Test) by following the laboratory experimentation method have been conducted with a simple random sampling technique. A sample of 110 respondents on the manipulated variables of ‘Exposure to persuasive communication’ and ‘Religiosity’ have been included. The findings proved the undertaken hypothesis with 0.00 significant value that there is significantly positive relationship with exposure to persuasive motivational communication and the level of positive perception about Islam. The more is the exposure to positively inspiring motivational videos the more will be the level of religiosity in terms of positive perception of Islam in Muslim consumers of Pakistan.