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Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks./
Author:	Li, Shijie.
Description:	1 online resource (41 pages)
Notes:	Source: Masters Abstracts International, Volume: 56-05.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9780355226874

Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks.
Li, Shijie.

Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks. - 1 online resource (41 pages)

Source: Masters Abstracts International, Volume: 56-05.

Thesis (M.A.)--Western Illinois University, 2017.

Includes bibliographical references

Since the number of social networking site users continued to grow, the aim of this study was to figure out how to introduce a new fashion brand through social networks. Social networks offered great opportunities for EWOM. Based on the Elaboration Likelihood Model, the researcher regarded reputation level of shopping channel as the peripheral cue and amount of online reviews as the central cue in this study and tested whether peripheral and central processing route was moderated by involvement. Using a 2 (high reputation shopping website vs. low reputation shopping website) x 2 (many online reviews vs. one online review) experimental design, the great effect of EWOM was confirmed such that more online reviews would improve favorable attitude toward the brand and the product as well as purchase intention while the reputation level of shopping website only positively impacted on credibility and quality of online reviews but have no significant influence on attitude and purchase intention. In addition, the moderating role of involvement was not supported. Implications and limitations were discussed.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355226874Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks.
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245 1 0 $a Applying Elaboration Likelihood Model to Promote a New Fashion Brand Through Social Networks.
264 0 $c 2017
300 $a 1 online resource (41 pages)
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500 $a Source: Masters Abstracts International, Volume: 56-05.
500 $a Adviser: Josh Averbeck.
502 $a Thesis (M.A.)--Western Illinois University, 2017.
504 $a Includes bibliographical references
520 $a Since the number of social networking site users continued to grow, the aim of this study was to figure out how to introduce a new fashion brand through social networks. Social networks offered great opportunities for EWOM. Based on the Elaboration Likelihood Model, the researcher regarded reputation level of shopping channel as the peripheral cue and amount of online reviews as the central cue in this study and tested whether peripheral and central processing route was moderated by involvement. Using a 2 (high reputation shopping website vs. low reputation shopping website) x 2 (many online reviews vs. one online review) experimental design, the great effect of EWOM was confirmed such that more online reviews would improve favorable attitude toward the brand and the product as well as purchase intention while the reputation level of shopping website only positively impacted on credibility and quality of online reviews but have no significant influence on attitude and purchase intention. In addition, the moderating role of involvement was not supported. Implications and limitations were discussed.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Western Illinois University. $b Communication. $3 1185444
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