Persuasive Communication: An Integrated Review of Theory, Audience Analysis, Credibility, and Ethical Practice

                @article{CRSIJ26000370,
                  author = {Adebowale A.Adedokun},
                  title = {Persuasive Communication: An Integrated Review of Theory, Audience Analysis, Credibility, and Ethical Practice},
                  journal = {Cosmo Research and Science International Journal},
                  year = {2026},
                  volume = {2},
                  number = {2},
                  pages = {208-215},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/CRSIJ26000370.pdf},
                  abstract = {Persuasive communication entails the deliberate application of message design, source characteristics, and audience-adapted delivery to influence beliefs, attitudes, or behaviour. This article provides an integrated conceptual review of the field, synthesising classical rhetorical theory with contemporary research in social psychology, communication studies, and organisational behaviour. Four central themes are addressed: the theoretical foundations of persuasion, including the classical appeals of ethos, pathos, and logos and the dual-process account of attitude change; the construction of credibility and trust as prerequisites for influence; audience analysis and message design, encompassing framing, evidence use, and objection handling; and the ethical boundaries that distinguish legitimate persuasion from manipulation. The review argues that persuasive effectiveness cannot be reduced to technique alone but depends on the alignment of source credibility, message structure, and audience-specific psychological readiness, all constrained by ethical considerations of transparency, autonomy, and informed consent. The article concludes by proposing an integrated audience-credibility-ethics framework for practitioners and identifies directions for future empirical research, particularly regarding the durability of persuasive effects and cross-cultural variation in the salience of the classical appeals.},
                  keywords = {persuasion; credibility; audience analysis; social influence; rhetoric; ethical communication},
                  month = {September}
        }