scholarly journals Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?

2021 ◽  
Vol 2 (1) ◽  
pp. 1-13
Author(s):  
Amani Msallati
Keyword(s):  
Elaboration Likelihood Model ◽  
Personal Relevance ◽  
Customer Engagement ◽  
Elaboration Likelihood ◽  
Mediating Role ◽  
Customer Involvement ◽  
Likelihood Model ◽  
Central Route ◽  
Relationship Of

Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.

scholarly journals Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?

2021 ◽  
Vol 2 (1) ◽  
pp. 1-13
Author(s):  
Amani Msallati
Keyword(s):  
Elaboration Likelihood Model ◽  
Personal Relevance ◽  
Customer Engagement ◽  
Elaboration Likelihood ◽  
Mediating Role ◽  
Customer Involvement ◽  
Likelihood Model ◽  
Central Route ◽  
Relationship Of

Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.

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

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.

Advertising Claim Objectivity: Antecedents and Effects

1993 ◽  
Vol 57 (4) ◽  
pp. 100-113 ◽  
Author(s):  
William K. Darley ◽  
Robert E. Smith
Keyword(s):  
Marketing Research ◽  
Elaboration Likelihood Model ◽  
Purchase Intentions ◽  
Elaboration Likelihood ◽  
Brand Attitudes ◽  
Broadcast Media ◽  
Independent Variables ◽  
Likelihood Model ◽  
Central Route

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.

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.

scholarly journals The role of social trust in reward crowdfunding campaigns’ design and success

2021 ◽  
Author(s):  
Rotem Shneor ◽  
Urszula Mrzygłód ◽  
Joanna Adamska-Mieruszewska ◽  
Anna Fornalska-Skurczyńska
Keyword(s):  
Cultural Differences ◽  
Social Trust ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Online Marketplaces ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Central Route ◽  
Analyze Data

AbstractTrust is critical for successful participation in online marketplaces. In crowdfunding, fundraisers seek to win the trust of potential supporters towards contributing to their projects despite risks of non-delivery or deviations from campaign promises. This study explores how cultural differences in social trust proclivities influence reward crowdfunding campaign design and success. Specifically, we analyze data about 700 campaigns from a relatively high social trust society (HTS) – Finland, and 700 campaigns from a relatively low social trust society (LTS) – Poland. We find that sharing campaign information via social media is positively associated with campaign success in both contexts. Building on the Elaboration Likelihood Model, we show that central route cues to persuasion are more prevalent in campaigns from LTS vs. HTS, and that some peripheral cues are more prevalent in campaigns from HTS than LTS. Finally, we find partial support that central route cues are more important for campaign success in LTS.

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.

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.

Impression Formation Online

2012 ◽  
Vol 24 (3) ◽  
pp. 124-133 ◽  
Author(s):  
Robert G. Magee
Keyword(s):  
Cognitive Processing ◽  
Impression Formation ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Web Page ◽  
Red Color ◽  
Likelihood Model ◽  
Independent Variable ◽  
Central Route ◽  
Color Scheme

Sensations of physical temperature can serve as a peripheral cue when some individuals interact with communication technology, but this phenomenon has been shown to occur only when individuals were engaged in peripheral-route associative processing. In an experiment (N = 211) with physical temperature and Web page color as between-subjects factors and need for cognition as a measured independent variable, participants viewed an organization’s Web page. Cognitive misers who experienced physical cold (versus warmth) reported less favorable attitudes toward the Web page. This interaction disappeared, however, when they viewed a Web page that featured a red color scheme, as red seemed to have stimulated an increase in central-route analytic cognitive processing. This pattern of results illustrates the utility of the elaboration likelihood model in studying impression formation in online contexts.

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