The effect of different social media marketing channels and events on movie box office: An elaboration likelihood model perspective

2021 ◽  
pp. 103481
Author(s):  
Lin Liao ◽  
Tao Huang
Keyword(s):  
Social Media ◽  
Elaboration Likelihood Model ◽  
Marketing Channels ◽  
Social Media Marketing ◽  
Elaboration Likelihood ◽  
Box Office ◽  
Likelihood Model

scholarly journals Beyond “I Agree”: Users’ Understanding of Web Site Terms of Service

2020 ◽  
Vol 6 (1) ◽  
pp. 205630511989732
Author(s):  
Eric P. Robinson ◽  
Yicheng Zhu
Keyword(s):  
Social Media ◽  
Web Site ◽  
Service Providers ◽  
Elaboration Likelihood Model ◽  
Legal Rights ◽  
Elaboration Likelihood ◽  
Online Service ◽  
Intended Meaning ◽  
Likelihood Model ◽  
Online Service Providers

Whether they know it or not, the legal rights and responsibilities of users of websites and services, including social media, are defined and controlled by the terms of service of these online service providers. But despite the importance of these provisions, studies have shown that users rarely review terms of service, or think about their meaning. This study took advantage of a major website’s “simplification” of its terms of service to determine whether the changed language increased users’ understanding of the intended meaning of the terms of service. Using the Elaboration Likelihood Model, we evaluate the effectiveness of simplification of terms of service as a method to encourage users’ understanding on these terms.

scholarly journals SOCIAL MEDIA ADVERTISING ASSISTANCE WITH PERSUASION CONCEPT – ELABORATION LIKELIHOOD MODEL (ELM) FOR SMES IN SURABAYA

2021 ◽  
Vol 3 (2) ◽  
pp. 66
Author(s):  
Phima Ruthia Dwikesumasari ◽  
Maurisia Putri Permatasari ◽  
Damar Kristanto
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Community Service ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Service Activity ◽  
Likelihood Model ◽  
Use Of Social Media ◽  
Performance Results ◽  
Marketing Methods

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.

scholarly journals Women and Hoax News Processing on WhatsApp

2019 ◽  
Vol 22 (2) ◽  
pp. 98
Author(s):  
Hani Noor Ilahi
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Instant Messaging ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Child Abduction ◽  
Fields Of Study ◽  
Likelihood Model ◽  
Emotional Aspects ◽  
Online Lecture

The word hoax became popular with the development of technology that has potentially increased the circulation of hoax news. One of the ways hoax news circulates is through mobile instant messaging applications like WhatsApp, where users can interact directly, or between individuals who are members of a group. In Indonesia, by 2017, WhatsApp was the most used and the longestused mobile instant messaging application, having 35.87 million users. This study focuses on women using WhatsApp, as previous studies have shown that women dominate social media use in Indonesia. Using the elaboration likelihood model, this study aimed to investigate how women process hoax messages about child abduction on WhatsApp. The results of research through interviews and surveys indicate that women tend to process hoax messages about the abduction of children through peripheral lines. The lack of media literacy and the tendency to prioritize the emotional aspects of a story make some women vulnerable to spreading hoaxes through WhatsApp. In this study, the researchers recommend a digital empowerment movement to improve women’s media literacy through an online lecture model on WhatsApp. This program should be professionally managed by experts or academics from relevant fields of study.

An investigation of the persuasive effects of firm-consumer communication dyads using Facebook

2015 ◽  
Vol 7 (3) ◽  
pp. 295-313 ◽  
Author(s):  
Morgan Atwood ◽  
Cristian Morosan
Keyword(s):  
Social Media ◽  
Source Credibility ◽  
Hotel Industry ◽  
Elaboration Likelihood Model ◽  
Decision Makers ◽  
Elaboration Likelihood ◽  
Online Information ◽  
Content Type ◽  
Likelihood Model ◽  
Effective Use

Purpose – This paper aims to provide a deeper understanding of the effective use of Facebook within the hotel industry. It explored which current Facebook practices are effective/persuasive using the elaboration likelihood model (ELM) as the main theoretical foundation. Design/methodology/approach – Using an experimental design, the effects of consumers’ exposure to treatments, involving different levels of elaboration and source credibility, were examined to determine whether consumer’s process information from Facebook communication through a central or peripheral route. Findings – The results of this research showed that consumer attitudes are affected by the source credibility, but not by the level of elaboration. Also, intentions to stay at the hotel and intentions to engage with the hotel brand via social media were not affected by the level of elaboration or source credibility. Research limitations/implications – This study presents an important step forward in understanding how consumer persuasion takes place in an online environment. Also, this paper provides a first-hand account of the manner in which social media adds value to a business organization. In addition, this paper provides insight on how consumers process online information. Originality/value – As this is the first conceptualization of the ELM in a social media context, this study is uniquely able to explain the concept of persuasion in the hotel industry. Such knowledge is invaluable to academics and hotel decision makers, especially because the research provides specific insights on the manner in which attitudes change in consumers.

scholarly journals Why Do Citizens Share COVID-19 Fact-Checks Posted by Chinese Government Social Media Accounts? The Elaboration Likelihood Model

2021 ◽  
Vol 18 (19) ◽  
pp. 10058
Author(s):  
Qiang Chen ◽  
Yangyi Zhang ◽  
Richard Evans ◽  
Chen Min
Keyword(s):  
Social Media ◽  
Central Government ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Chinese Government ◽  
Elaboration Likelihood ◽  
Media Richness ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Central Cues

Widespread misinformation about COVID-19 poses a significant threat to citizens long-term health and the combating of the disease. To fight the spread of misinformation, Chinese governments have used official social media accounts to participate in fact-checking activities. This study aims to investigate why citizens share fact-checks about COVID-19 and how to promote this activity. Based on the elaboration likelihood model, we explore the effects of peripheral cues (social media capital, social media strategy, media richness, and source credibility) and central cues (content theme and content importance) on the number of shares of fact-checks posted by official Chinese Government social media accounts. In total, 820 COVID-19 fact-checks from 413 Chinese Government Sina Weibo accounts were obtained and evaluated. Results show that both peripheral and central cues play important roles in the sharing of fact-checks. For peripheral cues, social media capital and media richness significantly promote the number of shares. Compared with the push strategy, both the pull strategy and networking strategy facilitate greater fact-check sharing. Fact-checks posted by Central Government social media accounts receive more shares than local government accounts. For central cues, content importance positively predicts the number of shares. In comparison to fact-checks about the latest COVID-19 news, government actions received fewer shares, while social conditions received more shares.

scholarly journals TANTANGAN LITERASI ERA MEDIA DIGITAL (ANALISA PENGGUNA MEDIA BERDASARKAN MODEL KEMUNGKINAN ELABORASI)

2017 ◽  
Vol 6 (1) ◽  
pp. 132
Author(s):  
Reza Praditya Yudha
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Social Life ◽  
Mass Communication ◽  
Elaboration Likelihood Model ◽  
Communication Strategy ◽  
Public Access ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
The Impact

Abstract                Not only information, social media also encounters negative content and hoax. Not resolved yet, precisely social media is used as reference or source by mass media. In fact, media literacy has been put into practice and exposed the dangers of negative content since long time ago. Two interesting phenomena are; negative content that predicted would be soar on Jakarta Governor Election, April 2017, was missed. Those negative content still exists, organized, even commodified nowdays. The second phenomenon, the community is not just as an audience anymore. They even more daring to exist as an artist in social media. The study aims to analyze the use of media and its implications on media institution. It is important to determine the accuracy of media literacy strategies based on massive, reactive, and plural Indonesian public character.               Research is in the literature review area, analyzing mass communication strategy, and presented by descriptive qualitative. The Elaboration Likelihood Model that explains  central or peripheral routes of public message processing and attribution is used as the theoretical basis. The results; public using central routes are motivated for economic and social benefits. While the aspect of ability of the route is not synergy due to low competence and public ability to be critical. The peripheral route is formed by convenience, wide, and real time interaction in social media. Researcher concludes, literacy requires ethical material and its implications in social life. For example by showing the impact and relevance of media usage in social situations. In addition, public access to seek the truth, provide feedback, and discussions need to be opened wide so that the public can think critically without intervention or doctrine. Keywords : Negative Content, Media Institutions, Elaboration Likelihood Model

Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase

2021 ◽  
Vol 37 (3) ◽  
pp. 1-17
Author(s):  
Syazwani Mahsal Khan ◽  
◽  
Norsiah Abdul Hamid ◽  
Sabrina Mohd Rashid ◽  
◽  
...  
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Structured Interview ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Young Consumers ◽  
Likelihood Model ◽  
Social Media Platforms

Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements. Keywords: Social media advertising, information processing, elaboration likelihood model (ELM), music, decision making.

scholarly journals Parody Iklan, Meningkatkan Brand Awaraness melalui Olokan

2017 ◽  
Vol 5 (1) ◽  
pp. 16
Author(s):  
Aulia Suminar Ayu
Keyword(s):  
Social Media ◽  
Real World ◽  
Herbal Product ◽  
Elaboration Likelihood Model ◽  
The Other ◽  
Elaboration Likelihood ◽  
Audience Reception ◽  
Effect Model ◽  
Likelihood Model

Abstract Usually, parody were used to show how audience dislike or resistance with certain texts. Recently, parody about the standarized herbal product , “Mastin” were circulating around social media world. This phenomenon starts from Mastin parody video on youtube. Repetitive use of Mastin' TVC lyrics, “kabar gembira untuk kita semua” was becoming new joke trend and slang on cyber and real world. On the other side, that was insulting and making people bored of that kind of joke. Either do Mastin, along with this trend, Mastin changes their TVC Jingle chord (until) three times in order to make audience didn't get drown on boredom. This text would be explained by reception analysis as methodology with Elaboration Likelihood Modes and Hirearchy of Effect Model as theoritical background. Subject of this research are people who reviewing Mastin on their webblog, and Mastin user that researcher met on real world.  This study aimed to understand how audiences interpret Mastin related with this parody. Keyword: Parody, Mastin, Audience Reception Analysis, Elaboration Likelihood Model, Hirearchy of Effect Model

The elaboration likelihood model, job ads, and application decisions

2004 ◽  
Author(s):  
Jonas William Shultz ◽  
David A. Jones ◽  
Derek S. Chapman
Keyword(s):  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Job Ads
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