Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines

Durmaz, Gülbin; Suher, Hasan Kemal; Bir, Cisil Sohodol

doi:10.19168/jyu.00944

Cited by 3 publications

(1 citation statement)

References 15 publications

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“…The quality of the argument in the ELM study has 2 components, the strength of the argument and the direction of the argument [15]. The Elaboration Likelihood Model (ELM) is the main theory in the field or realm of persuasive communication [16] which has been widely used by researchers, such as Durmaz and others [17] in print media advertising which found that readers are segmented into special interest/theme magazines and general magazine. Magazines with special interests/themes are hit by more arguments than magazines with general themes.…”

Section: Elaboration Likelihood Model (Elm)mentioning

confidence: 99%

Citizens' Preferences Toward Halal Products

Ma'arif,

HMZ,

Arif

2023

KSS

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The purpose of this article is to explore people’s enjoyment of halal products and the various ways in which this pleasure is manifested. The research utilized a quantitative approach employing the Theory of Persuasion and a questionnaire as the data collection technique. The study involved 486 respondents who are residents of Bandung Regency. The findings of the research are as follows: 1. Consumers’ perception that halal products are healthy contributes to their pleasure in using these products. 2. Pleasant experiences with halal products foster loyalty among consumers, encouraging them to remain loyal to the products. A significant majority of citizens, 347 respondents (74.1%), expressed agreement with their fondness for halal products and demonstrated an eagerness to seek further information about them. Additionally, 67 respondents (14.3%) expressed a strong agreement with their preference for halal products. Keywords: preferences, halal products, da’wah persuasion, ELM-based da’wah

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Section: Elaboration Likelihood Model (Elm)mentioning

confidence: 99%

Citizens' Preferences Toward Halal Products

Ma'arif,

HMZ,

Arif

2023

KSS

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Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations

Yang

2024

Sage Open

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This study provided an integrated model for an advanced understanding of an audience’s elaboration routes, communication effects, and the reciprocal spillover effects between NPO and endorsers using rational and emotional advertising appeals for smoking cessation with a celebrity endorser. Questionnaires with two advertising appeals (rational and emotional) were randomly distributed to adult participants, and 468 valid responses (243 rational and 225 emotional) were analyzed using linear structural equation modeling. The results revealed that although advertising attitudes toward smoking cessation did not directly affect idea acceptance, they mediated the changes in the elaboration route of the audience and spillover effects. Further, evoking the audiences’ responsible thinking was critical for smoking cessation and social marketing. This advertising appeal could change the elaboration path effects of the audience. Nevertheless, it has no significant influence on communication effects. Moreover, the reciprocal spillover effects existed for endorsers and NPOs, with endorsers having more spillover effects than NPOs. The rational appeal had better spillover effects than the emotional appeal for NPO. However, its effect on endorsers was insignificant. The findings show that regardless of whether it is rational or emotional appeals, the audience’s central and peripheral elaboration of coexists and interaction effects influence idea acceptance, and the reciprocal spillover effects existed for endorsers in the advertisement of NPOs.

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Impact of Personalized Advertising on Consumer Ordering Decisions: A Study of Food Delivery Apps in Delhi-NCR

Arora

2024

ShodhKosh J. Vis. Per. Arts

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Leveraging the advancements in digital technologies, marketers are increasingly relying on personalized ads to reach their target customers. In the realm of food delivery apps, targeted ads are being used to tempt users into ordering more and more meals. According to Statista, the food delivery market in India was valued at USD 7.4 billion in 2023 and is expected to reach approximately USD 24 billion by 2026.This study aims to understand the impact of personalized advertisements by food delivery apps on the purchase decisions of consumers in Delhi-NCR, which is the second-largest regional market in India for this sector. Employing a mixed-methods approach, the research methodology integrates surveys and focus group discussions to identify the specific elements influencing the food ordering decisions of the respondents. The study's primary objective is to discern the extent to which personalized advertisements wield influence on user behaviour, including preferences, decision- making processes, and ordering tendencies. Elaboration Likelihood Model will provide the theoretical framework for this study to understand how individuals process persuasive information.The findings of the research can potentially offer actionable recommendations for the stakeholders in their efforts towards optimization of marketing strategies and elevate the effectiveness of advertising endeavours in this digital realm.

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Elaboration Likelihood Model (ELM) In Print Advertisements: A Content Analysis of Advertisements Which Is Positioned In Special and General Interest Magazines

Abstract: Öz: Detaylandırma Olasılık Modeli ikna edici iletişime yönelik oldukça açıklayıcı bir yapıdır ve ikna edici iletişim sürecini iki rota veya yol üzerindenaçıklamaktadır. Bu çalışma, özel (tematik)

Cited by 3 publications

References 15 publications

Citizens' Preferences Toward Halal Products

Citizens' Preferences Toward Halal Products

Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations

Impact of Personalized Advertising on Consumer Ordering Decisions: A Study of Food Delivery Apps in Delhi-NCR

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