Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model

Abstract

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 309 valid questionnaires as empirical data, and this study examined the research hypotheses with SmartPLS. The results show that: (1) Advertising persuasiveness has a significant impact on consumers’ advertising involvement, while advertising informativeness has no significant influence on advertising involvement. (2) Social climate has a significant positive impact on consumers’ involvement in advertising. (3) Compared with the central cues, the peripheral cue has a stronger effect on consumers’ advertising involvement. (4) Advertising persuasiveness and social climate indirectly influence consumers’ attitudes toward advertising through the mediating role of advertising involvement.