DIGITAL MARKETING EFFECTIVENESS THROUGH THE ELABORATION LIKELIHOOD MODEL (ELM)
Keywords:
Elaboration Likelihood Model (ELM), Digital MarketingAbstract
This study investigates digital marketing effectiveness through the Elaboration Likelihood Model (ELM)[2]. Using a 2x2 between-subjects experiment (N=232), we examined the interaction between message type (central vs. peripheral) and personal relevance (high vs. low) on brand attitude, purchase intention, and credibility. Results revealed a significant interaction: the information-rich central message was more persuasive under high relevance, while the heuristic-based peripheral message was more effective under low relevance. Moderated mediation analysis confirmed cognitive elaboration as the underlying mechanism for the central route, validating ELM's application to digital marketing.
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