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 |