Ecole Polytechnique Federal de Lausanne

Persuasive communication is part of everyone’s daily life. With the emergence of social websites like YouTube, Face-book and Twitter, persuasive communication is now seen on-line on a daily basis. This paper explores the effect of multi-modality and perceived personality on persuasiveness of so-cial multimedia content. The experiments are performed over a large corpus of movie review clips from Youtube which is presented to online annotators in three different modalities: only text, only audio and video. The annota-tors evaluated the persuasiveness of each review across dif-ferent modalities and judged the personality of the speaker. Our detailed analysis confirmed several research hypothe-ses designed to study the relationships between persuasion, perceived personality and communicative channel, namely modality. Three hypotheses are designed: the first hypoth-esis studies the effect of communication modality on per-suasion, the second hypothesis examines the correlation be-tween persuasion and personality perception and finally the third hypothesis, derived from the first two hypotheses ex-plores how communication modality influence the personal-ity perception