Conceptualizing Persuasive Messages Using ELM in Social Media

Abstract

Elaboration Likelihood Model (ELM) assumes that consumers interpret persuasive messages by applying central and peripheral routes in a particular environment. Companies are trying to maximize the potential of social media in their marketing communication strategies. This study aims to conceptualize persuasive messages using ELM in a social media perspective, propose a conceptual framework, and systematically review and analyze extant theories and models pertinent to persuasive communications. ELM is considered a feasible and useful approach to elucidate the persuasive information process by consumers in the social media context. Findings revealed that there were an increasing number of studies using ELM in the social media context. The authors believed that this study shed light on further potential studies in ELM in the social media environment. The proposed conceptual framework underlined critical constructs and parameters of information processing so that marketers could formulate effective communication strategies in the social media environment.