A study by the Goa Institute of Management explores how firm-generated content on social media elevates brand engagement and trust, contrasting user-generated content which shows lesser impact. The ...
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User-generated social media content has no direct impact on brand engagement: Study
A new study from Goa Institute of Management questions the effectiveness of user-generated social media content in driving ...
This study applies an important model from psychology and advertising-the Elaboration Likelihood Model (ELM) (Cacioppo and Petty, 1989; Petty and Cacioppo, 1981)-to young people. This model remains a ...
Citations: Teeny, Jacob, Richard Petty. 2025. From Advertisements to Word of Mouth: Understanding the Elaboration Likelihood Model in Consumer-Directed Persuasion.
US — A new study testing the popular and long-used Elaboration Likelihood Model (ELM) suggests that it no longer reflects the way that consumers think in a digital world. The Elaboration Likelihood ...
The tactics we use to persuade other people often function through the same principles that drive our own decision-making. As a result, the more we learn about the dynamics of our own thinking, the ...
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