... itself. Drawing on the Elaboration Likelihood Model (Petty and Cacioppo, 1986), it argues that congruent cues facilitate deeper processing, while mismatched cues (e.g. procedural framing for a social event) disrupt schema activation and prompt peripheral processing (Chaiken, 1980). Self–brand...

... efficiency, expand merchant marketing strategies and enhance consumer information utility and satisfaction. Design/methodology/approach Based on the Elaboration Likelihood Model (ELM), the signal entities of a two-sided platform are categorized into merchants, consumers and the platform itself...

... that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB). Design/methodology/approach Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method...

... on the negativity bias and elaboration likelihood model (ELM). These serve as the foundation for our expectations regarding the reviewer profile photo roles in the review consumption and generation processes. We then move onto the hypotheses that are related to said roles, followed by the experimental analyzes...