Elaboration Likelihood Theory Research Articles

Pengaruh Komunikasi Persuasif Influencer Fadil Jaidi terhadap Minat Beli Produk Scarlett Whitening

The use of influencers has become widespread among companies or business entities to promote their products and services. Influencers are required to convey persuasive messages through endorsement content to increase purchase intention among the public. This research aims to measure the extent of the influence of Fadil Jaidi's persuasive communication on the purchasing intention in Scarlett Whitening products among Instagram followers @fadiljaidi. This research uses the Elaboration Likelihood Theory to determine which route followers @fadiljaidi take in processing the persuasive messages. Researchers use a quantitative approach with correlation research type and positivism paradigm. The data is collected through online questionnaires distributed to 400 respondents Instagram followers @fadiljaidi. Data analysis techniques include t-test hypothesis, simple linear regression test, and coefficient of determination test. The results show that Fadil Jaidi as a male non-beauty influencer has succeeded in carrying out persuasive communication of the Scarlett Whitening product as a beauty product to his followers on Instagram @fadiljaidi. Influencer Fadil Jaidi's persuasive communication has a high influence on purchase intention Scarlett Whitening products, as evidenced by respondents being more influenced through the central route than the peripheral route when processing the persuasive message conveyed by Fadil Jaidi.

PENGARUH ELABORASI PESAN INFODEMIK VAKSIN COVID-19 TERHADAP PENGAMBILAN KEPUTUSAN VAKSINASI GENERASI Z

This study aims to determine the effect of the elaboration of the Covid-19 vaccine infodemic message on generation Z vaccination decision making using the Elaboration Likelihood theory. The method used in this research is quantitative with the type of explanatory research, which is trying to form a research that explains the correlation between one social phenomenon (variable X) and another social phenomenon (variable Y). Data collection techniques, researchers use survey methods with sampling that has been determined by purposive sampling techniques. The validity test and reliability test stages are used by researchers to test the instruments that have been made. The stages of data analysis that researchers do are correlation coefficient test, simple linear regression test, determination coefficient test and hypothesis testing. The calculation results of the coefficient of determination test show a value of 54.4%, which is the percentage value of the influence caused by the elaboration of the Covid-19 vaccine message on generation Z vaccination decision making, for the remaining percentage value can be effect by other factors that are not the focus of this study. The results of the hypothesis testing in this study state that the elaboration of the Covid-19 vaccine infodemic message has a significant effect on generation Z vaccination decision making.

Pengaruh Konten Marketing, E-WoM, dan Citra Merek di Media Sosial Tiktok terhadap Minat Beli Kosmetik Mother of Pearl

<p>This study aims to explain and analyze how much influence marketing content has on purchase intention in mother-of-pearl cosmetics; how much influence e-WoM has on purchase intention in mother-of-pearl cosmetics as well as find out how much influence Brand Image on TikTok social media has on purchase intention in Mother of Pearl cosmetics. This study used sociopsychological tradition. The theory used in this study is the Elaboration Likelihood Theory. The approach in this study is a quantitative approach. The sample used is 100 respondents who use TikTok social media and know Mother-of-Pearl products aged 18-25 years. The data collection method used in this research is a survey through a questionnaire that has been distributed through Google Forms. The analysis in this study uses SPSS. The conclusion of this study states that Content Marketing and e-WoM do not have a partial effect but have a simultaneous effect on Purchase intention in Mother of Pearl cosmetics. And Brand Image significantly influences the Purchase intention of Mother of Pear cosmetics, both partially and simultaneously.</p>

Descriptive Study of Advertising Message Strategy of Barista Special Blend by Top Coffee

Since 2017, For five consecutive years, Kopi Kapal Api has been the leading brand in Indonesia’s Top Brand chart in the instant roast and ground coffee category. The brand tagline, “Jelas Lebih Enak”, communicates the brand promise to deliver better taste, and has become one of the popular taglines among Indonesian consumers. Any coffee brand that wants to be perceived to be more excellent than Kopi Kapal Api needs to apply a distinguished Advertising Message Strategy to challenge the competition’s position. Therefore, this study aims to understand the distinguished applied Advertising Message Strategy by the newborn brand owned by an Indonesian Consumer Goods company, Barista Special Blend by Top Coffee. This study utilized The Elaboration Likelihood Theory Model as the analysis framework. This qualitative descriptive research collects data from literature studies and audiovisual advertising material from the official YouTube account of Top Coffee. The findings show that Barista Special Blend by Top Coffee endeavors to build a ‘Coffee Expert’ Brand Association and elaborate aesthetically on the process of serving a sophisticated Coffee-Making process made by the Barista Character. The study concludes that the Ad mainly uses the peripheral route to create expertise perception as the message strategy.

The Advertising Approach Differentiation of Indonesia’s Halal Toothpaste Products

Abstract This study aims to understand how the Halal Toothpaste Products in Indonesia differentiate themselves from one another through Advertising. This study was conducted to provide strategic Advertising recommendations. The study used the framework of the Elaboration Likelihood Theory Model and the Advertising concepting approaches to analyze the applied techniques on the executed Advertising materials. This qualitative descriptive try to describe narratively and visually the TV Advertising material that was collected from the official YouTube account of each brand. Data were collected from relevant literature, documents, and online publications. The result of the study shows that all the Halal Toothpaste products utilized the central route and approaches whereas each of the product Advertising materials elaborates their respective product ingredients and their benefits. Each of the Advertising materials communicates Halal and its nuances both verbally and visually. The Halal label of the Toothpaste is mainly influenced by the ingredient within the product that is perceived to be correlated with the Islamic culture by the Indonesian consumers, Siwak. To create differentiation, each of the Advertising materials applied the combination of several Advertising concepting approaches. In practice, the result of the study can be a reference for Strategic Planners and Creative Professionals in Advertising Agencies on ‘What to Say’ and How to Say’ in the Halal Product Category. Academically, the study will be a reference for more research ideas in the future on Halal Advertising Strategy and Halal Product Campaign.

THE COVID-19 VACCINE ADVERTISING CAMPAIGN MESSAGE STRATEGY ON EDUCATING THE ROLE OF VACCINE IN INDONESIA

Advertising is one of the public health communication tools that can be used to promote public health information. Before the Covid-19 vaccination program begin in Indonesia, the Covid-19 Vaccine Advertising Campaign themed ‘Tak Kenal Maka Tak Kebal’ was launched to socialize the vaccination program and to educate the role of vaccine to the Indonesian public. This study aims to understand how the campaign elaborates the vaccine benefit to the human body and to propose guidelines on how to campaign a vaccine by applying the concept of positioning. The study applied the framework of the Elaboration Likelihood Theory Model to analyze which elaboration routes and message strategy applied by the campaign. This study also aims to test if the campaign communicates the benefit of vaccines correctly and clearly. The methodology of this study is the Qualitative Descriptive method. Data gathered from relevant literature reviews and the advertising material was collected from various sources including the official Indonesia Covid-19 Special Task Force website. The method allows this study to elucidate the applied message strategy in the Advertising campaign. Online testing questionnaires were also distributed to provide supporting data in the study. The result of the analysis shows that the campaign applied the central route and ‘Show the Benefit’ message strategy to communicate the vaccine benefit to the human body. The visual image used in the Ad Campaign requires verbal message elaboration to reduce its ambiguity. The analysis also finds that Bahasa Indonesia’s translation of immunity and vaccine benefit message elaboration in the Ad has the potential to be misunderstood and misperceived by the audience. Therefore, communication guidelines to campaign vaccine through Advertising is needed for future vaccine campaigns, particularly in Indonesia. The positioning concept can be applied to provide an initial guideline to campaign vaccine as a product. The study analysis focuses only on the two-dimension static Advertising Campaign material. Further research on richer medium and other forms of campaign methods and techniques can be analyzed and tested to identify the effective strategy to campaign vaccine benefit. Campaigning for a vaccine is not an easy task. It requires meticulous message elaboration to deliver the right message and create the right perception. Applying the concept of positioning in the vaccine campaign can be a way to define the right message and method to promote vaccines and to support vaccination activities in the future.

The effect of digital review credibility on Jordanian online purchase intention

Recently, the credibility of digital reviews has played an essential role in the shopper's buying behaviors and decisions. Since there is a dearth of experimental research about the shoppers' credibility evaluation regarding digital reviews, this study aimed to investigate the factors that affect digital review credibility and its influence on buying choices among Jordanian consumers. With the help of elaboration likelihood theory, a research model has been established that experimentally test it through structural equation modelling from the data gathered from 246 users of the digital review website Amazon. The study's findings suggest factors that consist of the argument quality, like accuracy, completeness and quantity of digital reviews, and the peripheral cues, such as reviewer expertise, rating of goods or services, and website reputation. However, both significantly influence digital review credibility. Thus, they positively impact the buying decisions of shoppers.

INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

False consensus in the echo chamber: Exposure to favorably biased social media news feeds leads to increased perception of public support for own opinions

Studies suggest that users of online social networking sites can tend to preferably connect with like-minded others, leading to “Echo Chambers” in which attitudinally congruent information circulates. However, little is known about how exposure to artifacts of Echo Chambers, such as biased attitudinally congruent online news feeds, affects individuals’ perceptions and behavior. This study experimentally tested if exposure to attitudinally congruent online news feeds affects individuals' False Consensus Effect, that is, how strongly individuals perceive public opinions as favorably biased and in support of their own opinions. It was predicted that the extent of the False Consensus Effect is influenced by the level of agreement individuals encounter in online news feeds, with high agreement leading to a higher estimate of public support for their own opinions than low agreement. Two online experiments (n1 = 331 and n2 = 207) exposed participants to nine news feeds, each containing four messages. Two factors were manipulated: Agreement expressed in message texts (all but one [Exp.1] / all [Exp.2] messages were congruent or incongruent to participants' attitudes) and endorsement of congruent messages by other users (congruent messages displayed higher or lower numbers of “likes” than incongruent messages). Additionally, based on Elaboration Likelihood Theory, interest in a topic was considered as a moderating variable. Both studies confirmed that participants infer public support for their own attitudes from the degree of agreement they encounter in online messages, yet are skeptical of the validity of “likes”, especially if their interest in a topic is high.

Digital Campaign to Reduce Covid-19 Pandemic Risk

Hoaxes about COVID-19 on social media could be seen publicly and intentionally lead to inappropriate responses amid the pandemic. In this situation, the government’s public relations had a role in educating the public through accurate information about COVID-19 on social media. This research aimed to describe the public’s attitude towards digital campaigns to reduce the risk of COVID-19 in Central Java and the strategy behind this digital campaign. The research was designed as a descriptive study with a mixed approach method. The sampling technique used was purposive sampling. The data was collected through an online survey of 121 respondents, interviews with expert sources, and document review. Elaboration Likelihood Theory and Rhetoric Theory are used to explain the digital campaign. The results showed that most respondents (74%) rated the Governor as prioritizing the positive appeal approach through a digital campaign. The interview results revealed that the process of composing creative content in the digital campaign was carried out through discussions between the Governor and the content creator team. During a pandemic, a creatively packaged digital campaign was a strategic step to increase public participation in implementing preventive efforts.

Privacy calculus or heuristic cues? The dual process of privacy decision making on Chinese social media

PurposeThe purpose of this paper is to explore the antecedents of self-disclosure intention on mobile social applications. This study integrates privacy calculus model and elaboration likelihood theory to reconcile the rational and heuristic views of privacy decision making.Design/methodology/approachUsing a “random dialing” sampling method, an empirical survey with 913 respondents was conducted. A series of regression models were employed to test the proposed relationships. Robust checks with sub-group analysis were conducted.FindingsSelf-disclosure intention develops along a dual route including the central route and the peripheral route. When the central route predominates, social media users form their attitudes toward self-disclosure based on a rational calculus of the privacy concern and perceived rewards. When the peripheral route predominates, users perform a more heuristic evaluation of relevant informational cues (information about privacy harms, the extent of information asymmetry between users and operators) and contextual cues (flow experience, privacy disclosure of friends). Peripheral cues moderate the relationships between central cues and self-disclosure intention.Originality/valueThis paper extends the Elaboration Likelihood Model by investigating the interaction between the central route and peripheral route. The results provide alternative explanations on the renowned “privacy paradox” phenomenon.

Aplikasi Elaboration Likelihood Model Theory dalam Iklan Calon Gubernur 2018 terhadap Perilaku Memilih

The election of the head of the region would be held by government. It brought its own benefits to the campaign team. It was easy to find even before the pairing, the candidates who would forward to show his face in a billboard or banner on the sidewalk. Their poses for religious festivities or bright invokes blessings. They described in doing many positive activities to attract people's sympathy. Many governor candidates used outdoor media to advertise them in the governor election last June. Generally they showed self-advertising positively, memorable, and interesting. There were characteristics that highlighted. So, prospective voters would remember and did not hesitate to vote. This was the usual way of using elaboration likelihood theory either on peripheral routes or central routes. The central route involved critical thinking that peripheral routes did not do that. This theory was also associated with the behavior of people’s vote. The results of this conceptual study showed the finding that visible things are visually capable of capturing unselected voters with peripheral routes. In the other hand, voters who used the central route were given a lot of informative information to reinforce belief.

The Diogenes Effect in retail buyer information processing

The search for an ethical vendor who is honest and trustworthy in the exchange process is conceptualized as the Diogenes Effect, an innovative concept. In the light of this effect, the theoretical framework of the current study's model involved retail buyer responses to vendor persuasive communications. The model was tested by having a sample of retailer buyers complete a survey of information processing in the search for a product and vendor. This study innovatively links vendor communication effects to retailer buyer decision-making and evaluations by incorporating and integrating elements of Elaboration Likelihood Theory. Contributing to theory-building, it was found that when retailer buyers searched for a vendor with an ethical orientation, the result was intensified central processing of information and decreased peripheral information processing. This was especially salient when retailer buyers had greater longevity of professional experience. The next stage, information processing, led to feedback that enabled assessment of vendor trustworthiness. Finally, the research measured the level of fulfillment in the post-purchase phase. In the end, typical outcomes included the generation of favorable expectations of vendor performance, as well as the positive impact of those heightened favorable expectations on greater satisfaction with the value ultimately received from the vendor.

Influencing factors of online reviews: an empirical analysis of determinants of purchase intention

This study examines determinants of online review usefulness and their impact on recipients' purchase intentions. Based on elaboration likelihood theory, we developed and tested a model applying structural equation modelling to data collected from 282 Yelp users. The findings show that ease of comprehension, accuracy, opposing viewpoints, completeness, relevance and timeliness are significant dimensions of argument quality, whereas review quantity and consistency, reviewer reputation and expertise, product/service rating, as well as website reputation are crucial peripheral cues. Further, we identified argument quality and peripheral cues as determinants of review usefulness, which ultimately was found to positively affect recipients' purchase intentions.

Influencing factors of online reviews: an empirical analysis of determinants of purchase intention

This study examines determinants of online review usefulness and their impact on recipients' purchase intentions. Based on elaboration likelihood theory, we developed and tested a model applying structural equation modelling to data collected from 282 Yelp users. The findings show that ease of comprehension, accuracy, opposing viewpoints, completeness, relevance and timeliness are significant dimensions of argument quality, whereas review quantity and consistency, reviewer reputation and expertise, product/service rating, as well as website reputation are crucial peripheral cues. Further, we identified argument quality and peripheral cues as determinants of review usefulness, which ultimately was found to positively affect recipients' purchase intentions.

The Interplay of Product Involvement and Sustainable Consumption: An Empirical Analysis of Behavioral Intentions Related to Green Hotels, Organic Wines and Green Cars

AbstractPrior research has not fully shown how type and level of product involvement can have different effects on behavioral intentions regarding different green products. The purpose of this study is to examine how consumer involvement affects purchase intentions, willingness to pay more and willingness to sacrifice for three green products – green hotels, organic wines and green cars. By applying consumer involvement and elaboration likelihood theory, this study investigates whether significant differences exist between high‐ and low‐involvement consumers' behavioral intentions for these three environmental products. Results reveal that consumers' behavioral intentions depend strongly on the type of environmental product considered and the underlying type and extent of involvement associated with the product category. As products can be distinctly different depending on the associated involvement, consumption dynamics and attributes, it is important for marketers to take note of the differences when designing marketing campaigns for green products. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

A systematic review and meta-analysis of mobile devices and weight loss with an intervention content analysis.

Introduction: Overweight and obesity constitute leading global public health challenges. Tackling overweight and obesity by influencing human behaviour is a complex task, requiring novel emerging health psychology interventions. The aims of this review will be to determine whether mobile devices induce weight loss and improvements in diet and physical activity levels when compared with standard controls without a weight loss intervention or controls allocated to non-mobile device weight loss interventions. Methods: A systematic review on mobile devices and weight loss was conducted. The inclusion criteria were all randomized controlled trials with baseline and post-intervention weight measures in adult subjects >18 years of age without pre-specified co-morbidities. Mobile device specifications included modern, portable devices in the form of smartphones, PDAs, iPods, and Mp3 players. Cohen’s d for standardized differences in mean weight loss was calculated. A random effects meta-analysis was generated using Comprehensive meta-analysis software. Theories and intervention content were coded and analysed. Results: A total of 17 studies were identified, of which 12 were primary trials and 5 were secondary analyses. The meta-analysis generated a medium significant effect size of 0.430 (95% CI 0.252–0.609) (p-value ≤ 0.01), favouring mobile interventions. Throughout the systematic review, mobile devices were found to induce weight loss relative to baseline weight. When comparing them with standard no intervention controls as well as controls receiving non-mobile weight loss interventions, results favoured mobile devices for weight loss. Reductions in Body mass index, waist circumference, and percentage body fat were also found in the review. Improvements in the determinants of weight loss in the form of improved dietary intake and physical activity levels were also found. Theory appears to largely inform intervention design, with the most common theories being Social Cognitive Theory, Elaboration Likelihood Theory, Control Theory, and Goal Theory. The use of behavioural change techniques was widespread across the studies, with a minimum of five per intervention. Conclusion: Mobile devices appear to induce positive changes in the behavioural determinants of weight and subsequently are associated with weight loss. Mobile device interventions are heavily informed by theory and behaviour change techniques. The use of theory appears to effectively enhance levels of constructs targeted by interventions.

KONTROL DIRI DAN KECEMASAN KOMUNIKASI INTERPERSONAL PADA PRAMUWISATA

This study aim to analysis relationship of self-control and anxiety of interpersonal communication in a tourist guide. Product moment corelation analysis (rxy) yields for 0905, to prove the relationship between self-control and interpersonal communication anxiety in a tourist guide. These results indicate a negative relationship between the variables X (Self Control) and variable Y (Interpersonal Communication Anxiety in the guides). Social Learning Theory became a theories used in this study, where most of the individual behavior acquired partly the result of learning through observation of behavior displayed other individuals whose became the model. Elaboration Likelihood Theory which states that each individual will interpret the message or information they receive, in accordance with the information they have and their beliefs about something related to the message. Self-control on the tour guides in Yogyakarta based on the five major aspects of self-control, that has a very high level of measurement. Includes the ability to anticipate events, the ability to interpret events and the ability to take decisions. Meanwhile, two other aspects of self control shows the results of measurements at very low category, which consists of aspects of behavior and stimulus control. While anxiety based on the three aspects of interpersonal communication, which consists of inhibition of the ability to express themselves, lack of interest in communicating and social interaction is interrupted, it indicates the level measurement at very low category. Thus, interpersonal communication anxiety on tour guides in Yogyakarta can be said to be very low.

Information Influence in Mediated Knowledge Transfer

Understanding knowledge transfer in computer mediated contexts is becoming essential given that organizations are spread more and more globally. In this article, the authors adopt elaboration likelihood theory to investigate knowledge transfer processes in a Knowledge Management System (KMS). They report the results of an exploratory experiment conducted to examine the impact of argument quality, source credibility and validation on knowledge usefulness of a document in a KMS. Their findings indicate that while validation of knowledge in KMS positively affects perceptions of knowledge usefulness, higher argument quality was associated with lower usefulness ratings. Surprisingly, source credibility has no effect on perceptions of knowledge usefulness. The implications of these results for both researchers and practitioners are discussed.

Sport publicity: Commitment's moderation of message effects

Investigations of publicity's effects on companies and their customers have often been neglected. Few industries incur greater exposure than professional sports, yet work on publicity's effects is scarce. Following a vein of research on Elaboration Likelihood Theory and the effects of advertising, this inquiry examined the nature of responses to publicity, and the effect newspaper coverage has on readers. A repeated measures pre-post design ( N = 194) tested the impact positive and negative print communication had on attitudes toward professional sport teams. Reader beliefs and feelings could be shaped in the direction advocated by columnists. However, commitment moderated message effects as less committed readers tended to recall more facts from negative articles, while committed fans tended to counter-argue with more favorable thoughts.