The Effect of Herding Behaviors on Dual-Route Processing of Communications Aimed at Tourism Crowdfunding Ventures

2020 ◽  
pp. 004728752091951 ◽  
Author(s):  
Myung Ja Kim ◽  
James F. Petrick
Keyword(s):  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Herding Behavior ◽  
Substantial Impact ◽  
Argument Quality ◽  
Persuasive Communications ◽  
Likelihood Model ◽  
Dual Route

Communications can be integral in persuading funders to invest in visitor economy crowdfunding. Despite the important role of diverse communications on consumer persuasion, research on the effectiveness of persuasive communications related to crowdfunding ventures has been limited. To bridge the gap, this study aims to verify an elaboration likelihood model to better understand the role of dual-route persuasive communications. Seven hypotheses related to argument quality, source credibility, benefit of crowdfunding, attachment to fundraiser and platform, and continued crowdfunding were examined, using herding behavior as a moderator. The findings revealed that argument quality had a substantial impact on benefit. Further, source credibility was found to have positive impacts on benefit and attachment; benefit had a significant effect on attachment and continued crowdfunding, and attachment had the strongest influence on continued crowdfunding. Additionally, herding behavior was found to moderate five of the six hypotheses.

scholarly journals The Impact of Electronic Word of Mouth on Tourists Visit Intention to Saudi Arabia: Argument Quality and Source Credibility as Mediators

2021 ◽  
Vol 10(4) (10(4)) ◽  
pp. 1152-1168
Author(s):  
Dalal Hodaed Alsheikh ◽  
Norzalita Abd Aziz ◽  
Layla Hodaed Alsheikh
Keyword(s):  
Information Quality ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Argument Quality ◽  
Mediating Role ◽  
Likelihood Model ◽  
The Impact ◽  
The Relationship

relationship between e-WOM and tourist visit intentions. As e-WOM in the form of comments, reviews, opinions, suggestions and recommendation are largely available in the online space, it has been found crucial to investigate the quality and credibility of such information. Elaboration Likelihood Model has been used to build the research model or framework. The study findings suggest the mediating role of source credibility and argument quality in the relationship between e-WOM and tourist visit intention. The study reveals that traveler seeks highly credible sources and information quality before deciding on any travel related products and services. The mediating role of source credibility and argument quality from ELM theory has been investigated from domestic tourism perspective.

Consumers’ Trust in Persuasion: Objective Versus Biased Elaboration Likelihood in China’s E-Commerce Advertising

2021 ◽  
pp. 107769902110453
Author(s):  
Fengyi Deng ◽  
Heshui Huang ◽  
Hong Cheng
Keyword(s):  
Purchase Intention ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Initial Trust ◽  
Argument Quality ◽  
Likelihood Model ◽  
Central Route

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.

Persuasion: From Single to Multiple to Metacognitive Processes

2008 ◽  
Vol 3 (2) ◽  
pp. 137-147 ◽  
Author(s):  
Richard E. Petty ◽  
Pablo Briñol
Keyword(s):  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
New Process ◽  
Main Effect ◽  
Likelihood Model ◽  
History Of ◽  
Primary Cognition ◽  
Empirical Approaches

This article provides a brief overview of major developments in the history of contemporary persuasion theory. The first intuitive and empirical approaches to persuasion were guided by main-effect questions (e.g., are experts more persuasive than nonexperts?). Furthermore, researchers focused on only one process by which variables (e.g., emotion, source credibility) would have an impact (e.g., emotion affected attitudes by classical conditioning). As data began to accumulate, so many new theories and effects were uncovered that the discipline faced collapse from the numerous inconsistencies evident. In response to the reigning confusion of the previous era, contemporary multiprocess theories were proposed (e.g., the elaboration likelihood model). According to these more integrative approaches, any one variable could affect attitudes by different processes in different situations and thereby sometimes produce opposite effects. Finally, we describe the role of a recently discovered new contributor to persuasion: self-validation. Unlike previous mechanisms that focus on primary cognition, this new process emphasizes secondary or meta-cognition.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

Examining the Effect of Positive Online Reviews on Consumers' Decision Making

2019 ◽  
Vol 27 (3) ◽  
pp. 159-181 ◽  
Author(s):  
Lin Xiao ◽  
Yuan Li
Keyword(s):  
Decision Making ◽  
Perceived Risk ◽  
Online Survey ◽  
Source Credibility ◽  
Online Reviews ◽  
Consumer Information ◽  
Elaboration Likelihood ◽  
Argument Quality ◽  
Likelihood Model ◽  
Potential Risks

Online reviews play an important role in consumers' decision making. However, limited studies have been conducted to understand the effects of online reviews on consumers' behavior. Drawing upon the Elaboration Likelihood Model and the valence framework, a research model was developed to investigate the perceived benefits and potential risks brought by positive online reviews. The moderating effect of review skepticism was also examined. Data were collected through on online survey based on consumers' perceptions of the positive reviews from restaurants and food businesses and analyzed with partial least squares. The results indicated that argument quality and source credibility influence information usefulness, which further influences consumers' behavioral intentions. The influence of positive online reviews on perceived risk differs between high and low skepticism consumers. This research offers a more in-depth understanding of consumer information processing in an online context and benefits practitioners by allowing them to better understand consumers.

Testing the mediating role of cognitive responses in the elaboration likelihood model

2001 ◽  
Vol 52 (4) ◽  
pp. 324-337 ◽  
Author(s):  
Michael T. Stephenson ◽  
William L. Benoit ◽  
David A. Tschida
Keyword(s):  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Cognitive Responses ◽  
Mediating Role ◽  
Likelihood Model

Dissuasion: the Elaboration Likelihood Model and young children

2016 ◽  
Vol 17 (3) ◽  
pp. 210-225 ◽  
Author(s):  
Anna R. McAlister ◽  
Danielle Bargh
Keyword(s):  
Visual Cues ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Persuasive Messages ◽  
Breakfast Cereal ◽  
Content Type ◽  
Level Of Involvement ◽  
Persuasive Communications ◽  
Likelihood Model ◽  
Central Route

Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for high-involvement decisions and the peripheral route is used in low involvement situations. The ELM has received extensive support when tested with adults; however, its ability to explain young children’s responses to persuasive communications has not been fully tested. Hence, the purpose of this research is to assess whether the standard tenets of the ELM apply to children’s processing of persuasive messages. Design/methodology/approach This study involved 84 preschool children, ages three to six. It used a 2 (involvement) × 2 (argument strength) × 2 (source attractiveness) design to test children’s responsiveness to advertisements for a novel breakfast cereal. Findings The findings suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement. It is the weak arguments and weak peripheral cues that dissuade children who are highly involved with a message. Originality/value This research makes an original contribution to the existing literature by testing the extent to which the ELM applies to children’s processing of persuasive advertisements. The finding that weak peripherals dissuade children from believing an ad’s message has strong implications for advertising practitioners.

scholarly journals Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

2022 ◽  
pp. 110-122
Author(s):  
Yi Xuan Ong ◽  
Tao Sun ◽  
Naoya Ito
Keyword(s):  
Social Media ◽  
Source Credibility ◽  
Destination Image ◽  
Destination Marketing ◽  
Elaboration Likelihood ◽  
Argument Quality ◽  
Parasocial Relationship ◽  
Likelihood Model ◽  
Shed Light

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.

scholarly journals The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings

2020 ◽  
Vol 12 (9) ◽  
pp. 3871
Author(s):  
Shan-Shan Liao ◽  
Ching-Yuan Lin ◽  
Ying-Ji Chuang ◽  
Xing-Zheng Xie
Keyword(s):  
Social Capital ◽  
Structural Equation ◽  
Source Credibility ◽  
Qualitative Comparative Analysis ◽  
Equation Modeling ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Short Video ◽  
High Level

This study examined the antecedents of travel intentions in the context of Chinese short-video platforms. Based on a review of the literature on travel intentions, we proposed an integrated model containing determinants of social capital and an elaboration likelihood model. In total, the data from 496 valid questionnaires were analyzed through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The SEM findings revealed that the determinants of social capital influenced the characteristics of tourist-generated content (TGC), which in turn affected users’ travel intentions. Homophily and interpersonal influence were direct antecedents of travel intentions, whereas tie strength non-significantly affected travel intentions. The fsQCA results revealed four configurations of the determinants of social capital and TGC characteristics required to achieve a high level of travel intention. Source credibility was discovered to be a necessary but not sufficient condition for travel intention. These findings offer insights for both academics and tourism marketers.

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