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 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 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.

scholarly journals Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 215-231
Author(s):  
Jessica Aisyah Larasati ◽  
Daniel Susilo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sales Promotion ◽  
Elaboration Likelihood ◽  
The Social ◽  
Likelihood Model ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Promotional Messages

This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers

scholarly journals Literasi promotional mix pada UKM-UKM di kota Depok, Jawa Barat

2020 ◽  
Vol 1 (2) ◽  
pp. 89-98
Author(s):  
A. Bernadin Dwi Mardiatmi ◽  
◽  
Dahlia Pinem ◽  
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Community Service ◽  
Online Marketing ◽  
Test Results ◽  
Promotion Strategy ◽  
Average Value ◽  
Marketing Performance ◽  
Post Test ◽  
Service Activity

Purpose: SME is a business that has very good development potential. SMEs in Cipayung Urban Village, Depok City, West Java have various and high-quality products, but unfortunately amid the Covid-19 pandemic, promotion is hampered. This is due to the lack of partners' knowledge about online promotion by utilizing digital media. The purpose of this community service activity is to provide literacy about the promotional mix through online media which is expected to increase partner income. Method: The method used is educational FGD regarding the promotional mix, training on creating business social media accounts (WhatsApp and Facebook) and marketplace accounts (Tokopedia), as well as promotion strategy assistance. Result: The result of this community service activity is the partners' understanding of the promotional mix has increased. It can be seen from the pretest results with an average value of 5.98, increasing in the post-test results to 6.86. In addition, partners can carry out promotional practices through WhatsApp Status, create a Facebook account and create an Online Store on Tokopedia, then carry out promotions by posting product photos. Conclusion: Mentoring assistance activities can increase partners' knowledge about online marketing and can carry out practices regarding promotion through social media. Keywords: Marketing performance, Literacy promotional mix, SME

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 Pelatihan Trik Pemasaran Dengan Meningkatkan Pendapatan Melalui Media Sosial

2021 ◽  
Vol 1 (2) ◽  
pp. 85-91
Author(s):  
Dede Suleman ◽  
Imelda Sari ◽  
Taat Kuspriyono ◽  
Dedi Suharyadi
Keyword(s):  
Social Media ◽  
Low Income ◽  
Print Media ◽  
Online Marketing ◽  
New Methods ◽  
Service Activity ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
Marketing Methods ◽  
The Impact

This journal contains the results of research related to training in marketing tricks to increase income with the help of social media. In the current marketing program, efforts to increase income need to be carried out apart from offline sales, it also needs to be done with online activities. One of the obstacles could be the lack of knowledge from the company team in using online marketing methods, especially through social media. Currently the company's marketing activities were previously carried out offline through advertising marketing and other print media in the form of distributing brochures or pamphlets and then continuing with marketing through print media and electronic media. Currently, both types of marketing activities are considered ineffective, especially in the midst of the Covid-19 pandemic, which has not yet ended. The main problems experienced by companies today include low income due to the impact of the pandemic where offline marketing activities are experiencing a pandemic so there needs to be a solution for marketing methods with new methods. One solution that is trying to be delivered in this community service activity is training on the use of social media. could be Instagram. So, it can be said that this could be one of the solutions in digital marketing with more emphasis on the use of social media in marketing products to increase company income.

scholarly journals Healthy Education in The Middle of Pandemi Covid-19 Through The Use of Social Media

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Fitri Fatonah ◽  
Sugiyanto Sugiyanto
Keyword(s):  
Social Media ◽  
Community Service ◽  
Public Awareness ◽  
Scientific Information ◽  
Field Work ◽  
Healthy Behavior ◽  
Face To Face ◽  
Service Activity ◽  
Use Of Social Media

<p>Strategic and rapid efforts are needed to overcome the spread of Covid-19, one of them is by counseling through social media in order that scientific information is provided. The existence of so called Social Abdication Program of UNS in the form of  Field Work Lecture addresses this issue, takes a theme "Education on the Exercise of Clean and Healthy Behavior (PHBS) and the Use of Medicines Provision in the Context of Preventing Covid-19 in RT 01 RW 01 Klegenwonosari Village, Klirong, Kebumen". The program uses social media (online) due to its need to maintaining physical distancing. However it also uses direct face-to-face activities on program socialization. The results of this community service activity show that: 1) there is an public awareness about facts about Covid-19, 2) the application of PHBS and health tips, and understanding DAGUSIBU. Through quiz myths and fact, wider community can test their understanding of Covid-19 issues.</p>

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 PEMANFAATAN DIGITAL MARKETING UNTUK PENGEMBANGAN BISNIS PADA KARANG TARUNA PERMATA ALAM PERMAI GEDANGAN SIDOARJO

2020 ◽  
Vol 4 (2) ◽  
pp. 326
Author(s):  
Rudi Santoso ◽  
Achmad Yanu Alif Fianto ◽  
Novan Ardianto
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Community Service ◽  
Market Competition ◽  
Digital Marketing ◽  
Youth Organization ◽  
Start Up ◽  
Service Activity ◽  
Marketing Tool ◽  
Use Of Social Media

Nowadays, the development of social media and marketplaces as part of information technology contributes to business activities. This development has also changed the pattern and map of market competition to become much more competitive. Therefore, mastery of the use of social media and marketplaces is important and strategic that every business actor must have. However, this is in contrast to business people who are still pioneering or have just started their business, such as the youth at Karang Taruna Permata Alam Permai Gedangan Sidoarjo. With minimal knowledge and insight about social media and marketplaces it can hinder them from developing their start-up businesses. Therefore, this community service activity aims to increase the insight and knowledge of the Karang Taruna Permata Alam Permai Gedangan Sidoarjo in the use of social media and marketplaces to develop business. The methods used in the implementation of community service activities include training and mentoring related to increasing knowledge and insight. Knowledge and insight referred to in this activity is the use of information technology. This information technology can be used to develop a wider marketing reach. This activity has been going well and has an important contribution in improving the quality of the Permata Alam Permai Gedangan Sidoarjo Youth Organization which has been able to apply social media and marketplaces as part of the digital marketing tool. The use of this media can also encourage increased sales due to the development of exposure of the products being sold

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