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Online persuasion process: A critical literature review of prior research

Poor Rezaei, SM 2013, Online persuasion process: A critical literature review of prior research , in: iFutures 2013, 25 July 2013, Sheffield, UK.

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In this paper, some of the limitations of prior research in terms of online persuasion process are highlighted. To do this, two main approaches which have been considered to study online persuasion process in context of social media are identified. Then, this study discusses the limitations and gaps of each approach. This paper is a part of author’s PhD dissertation which is being conducted to examine how different online behaviours are persuaded in online brand communities. The research adopts Elaboration Likelihood Model (ELM) of persuasion to reveal how different types of behaviour are persuaded through different routes. The study aims to develop the model of persuasion based on ELM and social influence theory in context of social media. The thesis explores the different factors related to routes of persuasion process and then tests them in OBC (Online Brand Community)

Item Type: Conference or Workshop Item (Paper)
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > Salford Business School
Journal or Publication Title: iFutures
Refereed: Yes
Related URLs:
Funders: University of Sheffield
Date Deposited: 13 Aug 2013 08:50
Last Modified: 08 Nov 2015 23:04

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