Online persuasion process: A critical literature review of prior research

Poor Rezaei, SM

Abstract

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)

Citation

Poor Rezaei, S. (2013, July). Online persuasion process: A critical literature review of prior research. Presented at iFutures 2013, Sheffield, UK

• Presentation Conference Type: Other
• Conference Name: iFutures 2013
• Conference Location: Sheffield, UK
• Start Date: Jul 25, 2013
• Publication Date: Jul 1, 2013
• Deposit Date: Aug 13, 2013
• Publisher URL: http://ifutures.group.shef.ac.uk/
• Related Public URLs: https://conferencepapers.shef.ac.uk/index.php/iFutures/if2013/paper/view/34/18
• Additional Information: Event Type : Conference