000			01885nam a22002537a 4500
003			ZW-GwMSU
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008			241003b |||||||| |||| 00| 0 eng d
022			_a14775212
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.1265 INT
100	1		_aTeng, Shasha _eauthor
245	1	0	_aConceptualising cues in social media _ccreated by Shasha Teng Kok Wei Khong
264	1		_aUnited Kingdom: _bInderscience, _c2009
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aInternational Journal of Internet Marketing and Advertising _vVolume 9, number 3
520	3		_aMarketers utilise cues to improve the effectiveness of advertising. This study attempts to classify the central arguments and peripheral cues in social media communications using the elaboration likelihood model (ELM). Central arguments encompassed argument quality, source credibility, prior knowledge and others. Peripheral cues included source attractiveness, endorsement, source expertise, reputation, source credibility, argument quantity, moods, price and so on. This study contributed to ELM cues studies by classifying central arguments and peripheral cues and introducing multiple possibilities of a mixture of cue utilisation. Classification and analysis of cue utilisation provided a better understanding of applying cues in marketing in the social media platforms. In saturated markets, this study guides practitioners to apply suitable cues in order to enhance competitive advantage for success. Marketers are advised to utilise the findings of the study to create suitable mixtures of cues in social media platforms.
650			_aElaboration likelihood model _vCentral cues _xSocial media
700	1		_aKhong, Kok Wei _eco-author
856			_uDOI: 10.1504/IJIMA.2015.071488
942			_2lcc _cJA
999			_c167519 _d167519