Essays about: "Elaboration Likelihood Model"

Showing result 1 - 5 of 12 essays containing the words Elaboration Likelihood Model.

  1. 1. Convincing Crowdvoting Campaigns - The Persuasive Characteristics of New Venture Crowdvoting Campaigns

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Edvin Sjökvist; Simon Blackman; [2022]
    Keywords : Crowdvoting; Persuasion; Elaboration Likelihood Model; Endorsement; Crowdfunding;

    Abstract : Today, many entrepreneurs turn to online crowdsourcing platforms to acquire resources and support for their ventures. While the pursuit of financial capital through crowdfunding platforms has received much attention from researchers, the pursuit of non-financial support has grown significantly in importance among new ventures. READ MORE

  3. 2. Influence of social media advertising on consumer behavior : A quantitative study in Germany and Sweden

    University essay from Umeå universitet/Företagsekonomi

    Author : Jascha Marschall; [2022]
    Keywords : social media; socially responsible consumption behavior; self -confidence; impulsiveness; interpersonal influence; group influence; sustainability; consumer behavior; Elaboration Likelihood Model; Value-Belief-Norm theory model;

    Abstract : Social media sites and platforms have been on the rise for the last decade. Especially sincethe start of the still on-going Covid-19 pandemic it reached an all time high. Over half of theworld’s population is using social media. Everyone knows Facebook, Instagram, YouTube,TikTok, Snapchat, and many more. READ MORE

  4. 3. PUBLIC PERCEPTIONS ABOUT NATO BRAND: THE CASE OF GREEK GENERATION Z

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Georgia Moysaki; [2022]
    Keywords : NATO; Greece; branding; security; public diplomacy; communication fields; credibility; argumentation; information; Ukraine war; Social Sciences;

    Abstract : During the 21st century, public diplomacy and branding received a new angle and application closely related with the meaning of securitization. Even though the importance of this meaning, researchers nowadays notice a research gap considering the three above-mentioned fields. READ MORE

  5. 4. Trust in Brand Activism: A look at self-love campaigns of beauty brands

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Ngoc Nguyen; [2022]
    Keywords : brand activism; brand trust; activism campaign; beauty brands; controlled communication; argument strength; activism activities; Social Sciences;

    Abstract : In recent years, brand activism has been mentioned as a new evolution in corporate sociopolitical involvement. From the customers’ perspective, they expect brands to be more vocal and take a stance to tackle challenges. They do not want neutral brands anymore. READ MORE

  6. 5. Influencing consumer behavioural intentions: Reducing household water consumption

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Daria Granina; [2022]
    Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE