Essays about: "elaboration likelihood model ELM"

Showing result 1 - 5 of 7 essays containing the words elaboration likelihood model ELM.

  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. 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

  4. 3. The impact of argument quality, source credibility, risk perception and visual design on perceived message effectiveness in covid-19 vaccine communication in Sweden: A quantitative study from an ELM perspective

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Sofia Bjursåker; [2021]
    Keywords : elaboration likelihood; argument quality; source credibility; risk perception; visual design; perceived message effectiveness; vaccine hesitancy; health communication; risk communication; covid-19; Social Sciences;

    Abstract : Reaching intended effects of the covid-19 pandemic vaccination is dependent on both coverage rates and time. Without vaccine mandates in Sweden, communication strategists have become essential to succeed. Vaccine hesitancy is complex with reasons differing on an individual level. READ MORE

  5. 4. Does The Content Format Matter? : A study of how Social Media Micro-Influencers’ content format persuades the followers’ information processing route in the Engagement and Purchase Intention

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Chathushee Purnima Jayamila Horanage; Miia-Riikka Hautala; [2021]
    Keywords : Social media micro influencer; content format; persuasive messaging; engagement; purchase intention; Fashion beauty industry;

    Abstract : The increased importance of social media influencers in marketing activities has been evident in recent years. The purpose of the thesis was to understand the cognitive processing of social media micro influencers’ content and the resultant behavioral outcome of follower engagement and purchase intention. READ MORE

  6. 5. Impact of product involvement and consumer expertise on online consumer review for consumer purchase intention

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Sinin Tabassum; Md Soud Al Fahad; [2020]
    Keywords : Quality; quantity; and credibility of review; Product involvement; consumer expertise; elaboration likelihood model ELM Model .;

    Abstract : Purpose: To investigate the effects of online reviews on consumer purchase intention considering the moderating role of product involvement and consumer expertise. Methodology: To reach our goal in this paper, we conduct a descriptive study in a deductive way. READ MORE