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Purpose – The major aim of this study is to specify the ways in which rhetorical strategies are employed in Q&A (question and answer) discussion, and how information sources are used to support such strategies. Design/methodology/approach – The study is based on the analysis of 944 answers provided to the questions about global warming in Yahoo! Answers. The answers were analysed by means of descriptive statistics and qualitative content analysis. Findings – Twelve rhetorical strategies serving the ends of classic rhetorical appeals, i.e. ethos, pathos and logos, were identified. The answerers drew most frequently on strategies related to logos (for example, appeal to reason) and ethos (for example, appeal to authority), while the strategies serving the ends of pathos (for example, argument ad hominem) were less popular. To support the rhetorical strategies, the answerers mainly used scientific sources such as websites of research organizations and persuasive material like Youtube videos. Research limitations/implications – The findings are based on the analysis of a Q&A site focusing on a controversial issue providing fertile ground for the use of rhetorical arguments. Practical implications – The findings can be used in information literacy instruction. It would be easier for the users to evaluate the relevance and credibility of information if they become aware of the specific ways in which askers and answerers on Q&A sites make use of persuasive communication. Originality/value – The study is unique in that it elaborates the ways in which rhetorical strategies are employed as ways of persuasive communication in Q&A discussion. [ABSTRACT FROM AUTHOR]