elaboration likelihood
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As M-Health apps become more popular, users can access more mobile health information (MHI) through these platforms. Yet one preeminent question among both researchers and practitioners is how to bridge the gap between simply providing MHI and persuading users to buy into the MHI for health self-management. To solve this challenge, this study extends the Elaboration Likelihood Model to explore how to make MHI advice persuasive by identifying the important central and peripheral cues of MHI under individual difference. The proposed research model was validated through a survey. The results confirm that (1) both information matching and platform credibility, as central and peripheral cues, respectively, have significant positive effects on attitudes toward MHI, but only information matching could directly affect health behavior changes; (2) health concern significantly moderates the link between information matching and cognitive attitude and only marginally moderates the link between platform credibility and attitudes. Theoretical and practical implications are also discussed.

AbstractThe power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.

Building on the elaboration likelihood model (ELM) and absorptive capacity, this study develops a four-dimensional model of idea adoption in Virtual Crowdsourcing Communities (VCCs) and examines the influence of different persuasion cues on idea adoption. The research model was tested using hierarchical logistic regression based on a dataset from the Tableau community. The results show that both community recognition of users and community recognition of ideas are positively related to idea adoption. Proactive user engagement has a significant positive impact on idea adoption, while reactive user engagement has no significant impact. Idea content quality, represented by idea length and supporting arguments, has an inverted U-shaped relationship with idea adoption. Community absorptive capacity positively moderates the curvilinear relationship between idea content quality and idea adoption. These results contribute to a better elucidation of the persuasion mechanisms underlying idea adoption in VCCs, and thus provide important implications for open innovation research and practice.

Di era yang serba digital ini, berbagai media sosial memberikan kemudahan dan inovasi untuk bersaing di dunia bisnis demi tujuan positif yang akan dicapai serta sebagai cara baru dalam mendapatkan awareness. Salah satunya adalah Instagram ads, yang memberikan keunggulan untuk mendapatkan lebih banyak brand awareness. Salah satu bisnis barbershop yang menggunakan Instagram ads adalah Luxebarbershop. Penelitian ini bertujuan untuk mengetahui adakah pengaruh dan seberapa besar pengaruh Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Dalam penelitian ini digunakan model kemungkinan elaborasi (Elaboration Likelihood Theory) dengan dua dimensi pengukuran variabel X (Instagram ads) yaitu context, communication, collaboration, connection. Terdapat juga empat dimensi pengukur variabel Y (brand awareness) yaitu unware of a brand, brand recognition, brand recall, top of mind. Penelitian ini menggunakan metode penelitian kuantitatif dengan sampel penelitian diambil melalui kuesioner online kepada 86 orang responden yang belum pernah mengunjungi Luxebarbershop dengan teknik non-probability sampling – purposive sampling. Penilitian ini menghasilkan pernyataan adanya pengaruh antara Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Hasil analisis data juga menunjukkan bahwa Instagram ads memiliki hubungan sangat kuat dan positif dengan nilai koefisien korelasi sebesar 0,914 dan nilai kontribusi sebesar 83,35% terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta.

The number of smokers among Indonesian teenagers continues to increase every year. Public service advertisements (PSA) for smoking prevention must be delivered with the right approach to be accepted in the minds of the audience. This study aims to expand on previous research on smoking prevention PSAs by testing the concept of the Elaboration Likelihood Model theory. The research method applied is exploratory qualitative which is complemented by the results of in-depth interviews with 4 participants of postgraduate students of communication science at the University of Indonesia. The results of this study indicate that attitudes towards issues and personal relevance are the factors that most influence the acceptance of persuasive messages on PSAs that prohibit smoking #SuaraTanpaRokok. Repetition can be used to increase the effectiveness of a given persuasive message.

Based on the elaboration likelihood model (ELM), this study examined the role of consumers’ initial trust in the persuasion process in e-commerce advertising in China. The results of two experiments revealed two significant moderators of the central route for processing of information: the disposition to trust (negative moderator) and institution-based trust (IBT; positive moderator). Specifically, low disposition to trust strengthened the influence of argument quality on consumers’ product attitude and purchase intention. The same effect occurred under conditions of high IBT. However, when it came to the peripheral route, the effects of disposition to trust and IBT were not significant.

PurposeThe study aims to explore how the perception of coronavirus disease 2019 (COVID-19) affects argument quality of advertisement, attitude and purchase intentions of the indoor fitness products based on the elaboration likelihood model (ELM). Moreover, the moderating effect of exercise involvement was examined.Design/methodology/approachA total of 283 consumers in Singapore were recruited during the partial lockdown period. Data analysis was employed using the partial least squares structural equation modeling (PLS-SEM).FindingsThe results of data analysis showed that perception of COVID-19 affected argument quality of advertisement, attitude and purchase intention of indoor fitness products. Meanwhile, argument quality resulted in a favorable attitude toward indoor fitness products, which, ultimately, led to the purchase intention. In addition, exercise involvement positively moderated the influence of argument quality on attitude.Originality/valueThe findings provide implications for businesses and researchers to understand sport consumer behavior during the COVID-19 pandemic.

Abstract. Online contexts are becoming a widely available space to disseminate health information and target specific populations for health campaigns. Limited evidence for health message engagement in these contexts exists. This study draws on the elaboration likelihood model and construal-level theory to predict processing time and recall when individuals are presented with messages for or against electronic cigarette use from socially close or distant sources. Participants ( N = 159) were shown messages about electronic cigarettes, designed to look like tweets, from socially close and socially distant message senders. Processing times were highest for pro-attitudinal messages while messages from socially close sources were more likely to be recalled, and furthering social distance increased the difference in processing times for pro- and counter-attitudinal messages. We demonstrate the applicability of behavioral measures in online studies, while finding that attitudes, social distance, and their interaction affect measures of message processing. These findings suggest further exploration may be needed to differentiate between processing time and counterarguing. From our findings, we offer applied practitioners guidance on how to develop messages that target audiences will spend more time considering and are more likely to remember.

Background: Along with the development of digital media tools, the direction of marketing shifts from conventional to social media-oriented. However, this is not easily conducted by SME business circles. Many of them do not have high literacy, do not have IT coding skills. In addition, capitalizing as well as maintaining a website are costly for them. This fact encourages the SMEs to look at another opportunity, namely the use of social media. However, it proves that these SMEs have not utilized the use of social media with persuasive advertisements. Objective: This community service activity purposes to assist the SMEs in Surabaya creating their social media advertisements using the persuasion concept-elaboration likelihood model (ELM) to solve the problems in marketing. Methods: The methods used are (1) discussion; (2) training and assisting in making advertisements; (4) evaluating/monitoring. As a result of this community service activity, the SMEs that have been assisted are able to create persuasive social media advertisements and can improve their marketing performance. Results: These MSME owners are able to create advertisements using the ELM method and determine the performance of these advertisements. Conclusion: SME owners can create advertisements using the ELM method during the training period, conduct independent evaluations of advertisements, the sales performance of these SMEs tends to increase compared to the previous by creating advertisements using the ELM method, practical modules are provided so that making advertisements using same method can be practiced for current and future needs.