Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model
Based on the elaboration likelihood model, this research investigates the in-fluence of central cues (advertising informativeness and advertising persuasiveness) and peripheral cues (social climate) on consumers’ advertising involvement and attitude towards advertising in social media. We collected...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2023/03/shsconf_pesd2023_03024.pdf |
| _version_ | 1797951068938698752 |
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| author | Pan Piao Zhang Hao |
| author_facet | Pan Piao Zhang Hao |
| author_sort | Pan Piao |
| collection | DOAJ |
| description | Based on the elaboration likelihood model, this research investigates the in-fluence of central cues (advertising informativeness and advertising persuasiveness) and peripheral cues (social climate) on consumers’ advertising involvement and attitude towards advertising in social media. We collected 309 valid questionnaires as empirical data, and this study examined the research hypotheses with SmartPLS. The results show that: (1) Advertising persuasiveness has a significant impact on consumers’ advertising involvement, while advertising informativeness has no significant influence on advertising involvement. (2) Social climate has a significant positive impact on consumers’ involvement in advertising. (3) Compared with the central cues, the peripheral cue has a stronger effect on consumers’ advertising involvement. (4) Advertising persuasiveness and social climate indirectly influence consumers’ attitudes toward advertising through the mediating role of advertising involvement. |
| first_indexed | 2024-04-10T22:24:53Z |
| format | Article |
| id | doaj.art-21d158d8542b4432ae14d276f893d42c |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-04-10T22:24:53Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-21d158d8542b4432ae14d276f893d42c2023-01-17T09:16:34ZengEDP SciencesSHS Web of Conferences2261-24242023-01-011540302410.1051/shsconf/202315403024shsconf_pesd2023_03024Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood ModelPan Piao0Zhang Hao1Nanjing University of Aeronautics and AstronauticsNanjing University of Aeronautics and AstronauticsBased on the elaboration likelihood model, this research investigates the in-fluence of central cues (advertising informativeness and advertising persuasiveness) and peripheral cues (social climate) on consumers’ advertising involvement and attitude towards advertising in social media. We collected 309 valid questionnaires as empirical data, and this study examined the research hypotheses with SmartPLS. The results show that: (1) Advertising persuasiveness has a significant impact on consumers’ advertising involvement, while advertising informativeness has no significant influence on advertising involvement. (2) Social climate has a significant positive impact on consumers’ involvement in advertising. (3) Compared with the central cues, the peripheral cue has a stronger effect on consumers’ advertising involvement. (4) Advertising persuasiveness and social climate indirectly influence consumers’ attitudes toward advertising through the mediating role of advertising involvement.https://www.shs-conferences.org/articles/shsconf/pdf/2023/03/shsconf_pesd2023_03024.pdf |
| spellingShingle | Pan Piao Zhang Hao Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model SHS Web of Conferences |
| title | Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model |
| title_full | Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model |
| title_fullStr | Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model |
| title_full_unstemmed | Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model |
| title_short | Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model |
| title_sort | research on social media advertising persuasion based on the elaboration likelihood model |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2023/03/shsconf_pesd2023_03024.pdf |
| work_keys_str_mv | AT panpiao researchonsocialmediaadvertisingpersuasionbasedontheelaborationlikelihoodmodel AT zhanghao researchonsocialmediaadvertisingpersuasionbasedontheelaborationlikelihoodmodel |