190 Results Found

Understanding how visual content shapes consumers’ persuasion processes in social media environments has become an important research issue. Drawing primarily on the Persuasion Knowledge Model (PKM) and parasocial relationship (PSR) theory, whi...

Social media influencers (SMIs) are becoming increasingly powerful in shaping customers’ perceptions and behaviors regarding the products they purchase and the brands within digital marketing environments. This research proposes to assess the e...

Beginning with the notion that short-form video sites represent key digital commerce destinations for food influencers in general, there is very little research explaining how specific persuasion cues lead to varying degrees of consumer engagement. B...

This study examines ethical transparency, trust in influencers, attitudes toward influencer-promoted products, purchase intention, and self-reported purchasing behavior within Instagram-based influencer marketing. The research is positioned within th...

Psychologists and other behavioral and social scientists have long examined how others’ attitudes and behaviors influence a person’s decisions, attempting to establish the relative impact of attitudinal and behavioral information in persu...

Influencer marketing has emerged as a dominant communication strategy in India’s rapidly expanding digital marketplace, reshaping how brands engage with consumers across social media platforms. Despite growing scholarly attention, existing rese...

Athlete advocacy is recognized as an important method of persuading the public on social issues, and it demonstrates the role of athletes in achieving racial justice. However, how athlete advocacy can gain the persuasiveness to encourage public invol...

Generation Z (Gen Z) consumers exhibit a distinctive multi-platform purchase behavior: they habitually discover products through social commerce (S-commerce) stimuli—including influencer content and livestream shopping—yet systematically...

Alternative fuel vehicles, such as battery electric vehicles and hydrogen fuel cell vehicles, support the imperative to decarbonise the transport sector, but are not yet at a stage in their development where they can successfully compete with convent...

Unhealthy eating behavior has become a global health risk and thus needs to be influenced. Previous research has found that self-persuasion is more effective than direct persuasion in changing attitudes and behavioral intentions, but the influence of...

Digital signage is increasingly used in retail spaces, enabling contextually relevant forms of commercial communication. Despite its widespread adoption, relatively little research has examined how contextual variables influence the persuasive effect...

Recommender systems have become indispensable tools in the hotel hospitality industry, enabling personalized and tailored experiences for guests. Recent advancements in large language models (LLMs), such as ChatGPT, and persuasive technologies have o...

This experimental study examines how character type and misinformation exposure influence narrative effects on promoting COVID-19 vaccination for children on social media. A 2 (misinformation exposure: present vs. absent) × 2 (character type: p...

Live-stream shopping is developing rapidly, but the sales levels of live streaming products vary by different hosts. How to increase the sales volume of live streaming products has become a problem. Consumers’ purchase behavior in live streaming is d...

The ability to effectively engineer robots with appropriate social behaviors that conform to acceptable social norms and with the potential to influence human behavior remains a challenging area in robotics. Given this, we sought to provide insights...

With rapid digital transformation, online information and reviews have become more consequential, which may lead to a public opinion crisis. How to predict the persuasion effect is an important research problem in the design of a crisis communication...

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research...

Contact tracing apps (CTAs) were deployed worldwide in 2020 to combat COVID-19. Due to their low uptake, a growing amount of empirical research is being conducted to understand the factors that drive their adoption. For CTAs to be adopted, users must...

The use of interactive technology to change behavior, which is commonly known as persuasive technology, is currently gaining attention in information systems research. It has been assessed in many application domains and the field of private mobility...

Technological progress has seamlessly integrated digital assistants into our everyday lives, sparking an interest in social robots that communicate through both verbal and non-verbal means. The potential of these robots to influence human behaviour a...

This research examines the cognitive and psychological mechanisms underlying young adults’ reactions to ESG-labeled online advertisements, specifically resistance to persuasion and purchase intention. Based on dual-process theories of persuasio...

Vaccination-related information is important for the public to increase vaccine acceptance intention, while the guidance and persuasion effects of information are influenced by approaches to information presentation. Thus, this study has focused on n...

The growing use of artificial intelligence (AI) in social media marketing has accelerated the emergence of AI-generated virtual influencers. While these influencers offer brands advantages such as scalability and message control, they also raise conc...

This study adopted the extended parallel process model (EPPM) and dual process models to examine how recipients’ reactance proneness affected the appraisal of threat and efficacy, which, in turn, influenced their use of information-processing m...

Quantum-like decision theory is by now a theoretically well-developed field (see e.g., Danilov, Lambert-Mogiliansky & Vergopoulos, 2018). We provide a first test of the predictions of an application of this approach to persuasion. One remarkable...

Despite increasing scholarly attention to short-video platforms as tourism communication tools, the mechanism through which sustainability-oriented persuasive cues shape Sustainable Tourism Intention remains insufficiently theorized. This article int...

This study investigates how persuasion, trust, and empathy from Human Resources (HR) managers affect the acceptance of nudging practices in workplace, especially when these interventions are meant to be ethical and supportive. Based on the theory of...

Persuasive information developed by smartphone applications is a potential tool that can be utilized in order to increase the effectiveness of the impact of pricing strategies on triggering sustainable travel mode choice behavior. In order to address...

The COVID-19 pandemic was accompanied by the rapid spread of misinformation through social media platforms. This study attempted to develop an online fake news game based on the inoculation theory, applicable to the pandemic context, and aimed at enh...

This study explores the impacts of webtoons as branded entertainment on consumer responses in competitive advertising markets. A webtoon is a digital cartoon format developed in South Korea for Korean audience that do not read comic books often, but...

The progressive development of mass communication has allowed the understanding and management of the persuasion process in a more systematic way. However, nowadays, persuasive campaigns still hardly result in behavior changes, particularly around co...

Human-Computer Interaction (HCI) research has illuminated how technology can influence users’ awareness of their environmental impact and the potential for mitigating these impacts. From hot water saving to food waste reduction, researchers hav...

This work proposes a persuasion model based on argumentation theory and users’ characteristics for improving the use of resources in bike sharing systems, fostering the use of the bicycles and thus contributing to greater energy sustainability...

The fact that individuals may react differently toward persuasive strategies gave birth to a shift in persuasive technology (PT) design from the one-size-fits-all traditional approach to the individualized approach which conforms to individuals&rsquo...

According to socioemotional selectivity theory (SST), aging influences information processing style depending on the time horizon perspective (THP). In detail, older adults who perceived time as limited prefer emotional to factual messages, whereas y...

The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country...

In traditional group decision-making models, it is commonly assumed that all decision makers exert equal influence on one another. However, in real-world social networks, such as Twitter and Facebook, certain individuals—known as top persuaders...

Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model...

In recent years, live streaming has become the mainstream way of online shopping in China. As the dominant player and performer in live streaming, streamers play a crucial role in consumers’ purchase decisions. Therefore, this study focuses on...

This study examines the effect of the intergroup social comparison approach in promoting water conservation. In an online survey experiment, participants first encountered normative persuasive messages, informative persuasive messages, or intergroup...

While a significant number of studies have examined the effect of cognitive ability on social behaviors, researchers have devoted insufficient attention to emotional ability as a distinguishing individual characteristic that influences social behavio...

In a world affected by the constant growth and concentration of the population in urban areas, the problem of preserving natural resources has become a priority. A promising approach to resource conservation is demand management, i.e., the ability to...

The proliferation of generative artificial intelligence (AI) as an autonomous recommendation agent fundamentally challenges traditional paradigms of marketing communication. As AI systems increasingly mediate consumer–brand relationships, under...

Advertising research highlights the crucial role of creative strategy in shaping consumer behavior. Yet, limited attention has been paid to how creative appeal and message strategy jointly influence persuasion in social media contexts. This study exa...

The increasing prevalence of online purchase of medications, specifically via social media platforms, poses significant health risks due to high chances of such medications being substandard and falsified (SF). The current study uses a 2 (persuasive...

Effective communication strategies are vital to educating consumers about sustainable behaviors given that environmental problems such as climate change are a result of excessive human activities. This study examined the suitability of using anthropo...

This study examines how learning input quality shapes students’ trust, perceived learning value, and post-exposure behavioural intentions, and whether AI-supported instructional content contributes to conceptual learning. Grounded in the Techno...

Television (TV) is a powerful medium for marketing food and beverages. Food and beverage marketers tend to use this medium to target children with the hope that children will in turn influence their families’ food choices. No study has assessed the c...

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probab...

In this exploratory field-study, we examined how normative messages (i.e., activating an injunctive norm, personal norm, or both) could encourage shoppers to use fewer free plastic bags for their shopping in addition to the supermarket’s standard en...