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Purpose – Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention. Design/methodology/approach – A between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses. Findings – Overall, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is essential for a macro-influencer. Practical implications – The results of this study imply that CW should be an essential component of influencer marketing strategy. Marketing managers should hire credible and kind influencers who can produce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required. Originality/value – This is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers. 研究目的 – 藉著擴展詳儘可能性模型, 本研究擬探討網絡紅人對消費者福祉的影響, 以及消費者福祉對購買意圖的影響。 研究方法 – 研究人員進行被試間實驗 (中網紅對大型網紅) , 以對提出的假設進行評價。190名消費者參與實驗, 研究人員使用SmartPLS 3.3 進行多群組分析。 研究結果 – 總的來說, 論點品質、來源可信度和網紅的仁慈體貼, 均能積極預測消費者福祉, 而消費者福祉亦可預測購買意圖。研究人員亦發現, 若資訊是來自大型網紅的話, 來源可信度則更形重要, 而對中網紅來說, 仁慈體貼則是不可或缺的。 研究帶來的啟示 – 研究結果暗示, 消費者福祉應是網紅市場營銷戰略的基本要素。市場經理應僱用可靠、仁慈體貼、並能提出優質論點的網紅。而且, 網絡紅人 (中網紅對大型網紅) 的挑選, 必須與營銷目標和說服的種類互相協調。 研究的原創性 – 本研究為早期的嘗試, 利用引進網絡紅人的仁慈體貼作為周邊線索, 來擴展詳儘可能性模型。另外, 本研究探討網絡紅人的特徵 (論點品質、來源可信度和仁慈體貼) 會如何影響消費者福祉; 研究人員亦跨中網紅和大型網紅, 對這些影響進行比較, 就此而言, 本研究提供了創新的研究意念。

Among various non-pharmaceutical control measures, Digital Contact Tracing (DCT) based on information technology is an effective tool to combat COVID-19, but the penetration rates in major countries of the world are not optimal. To better prepare for any future emerging infectious disease outbreaks, it is necessary to examine the decision process of DCT acceptance among the public. Guided by the Elaboration Likelihood Model (ELM), this study compares the central and peripheral routes that motivate DCT acceptance. The research also examines how these decision processes moderate individuals' perceived susceptibility to COVID-19 and through self-efficacy. This research adopts a survey methodology for collecting 284 valid responses and utilizes structural equation modeling to verify the proposed hypotheses. The results demonstrate that perceived benefits develop along a dual route of argument quality and source credibility. Perceived benefits, in turn, enable individuals' willingness to disclose personal information to DCT. Perceived susceptibility and self-efficacy also moderate the influences of argument quality on perceived benefits. The findings imply that healthcare authorities should employ differing strategies to foster individuals' perceived benefits of DCT with the goal of boosting DCT penetration rates. [ABSTRACT FROM AUTHOR]

In the examination of what makes for a strong argument, a stream of research has used normative criteria from argumentation theory to compare high-quality with low-quality arguments. While a larger body of research on argument quality and persuasion has involved US and UK samples, no study with these samples has reported on the impact of argument quality manipulated with normative criteria. Therefore, an experiment was conducted in which American (N = 237) and British (N = 231) participants assessed several claims supported by arguments varying in quality. Results show that high-quality arguments lead to higher claim acceptance than low-quality arguments for British but not for Americans. The results are discussed in the context of a meta-analysis of similar studies. [ABSTRACT FROM AUTHOR]

People are often advised to project confidence with their bodies and voices to convince others. Prior research has focused on the high and low thinking processes through which vocal confidence signals (e.g., fast speed, falling intonation, low pitch) can influence attitude change. In contrast, this research examines how the vocal confidence of speakers operates under more moderate elaboration levels, revealing that falling intonation only benefits persuasion under certain circumstances. In three experiments, we show that falling (vs. rising) vocal intonation at the ends of sentences can signal speaker confidence. Under moderate elaboration conditions, falling (vs. rising) vocal intonation increased message processing, bolstering the benefit of strong over weak messages, increasing the proportion of message-relevant thoughts, and increasing thought-attitude correspondence. In sum, the present work examined an unstudied role of vocal confidence in guiding persuasion, revealing new processes by which vocal signals increase or fail to increase persuasion., Competing Interests: Declaration of Conflicting InterestsThe author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

The purpose of this research is to assess how digitalized information posted on social media about tourism destinations (TDs) impacts on consumers, with a particular focus on the role of brand familiarity and the source type and content style of online reviews. Two studies were conducted. First, using an online survey-based 2 × 2 × 2 experimental design with a sample of 548 consumers, we examined the interaction effects of review content style, brand familiarity and source of the post on the perceived informativeness and persuasiveness of online reviews about TDs. The findings showed that, when reviews referred to specific features of TDs (brand), firm-generated content (FGC) was more persuasive and informative than user-generated content (UGC) but, in general reviews, UGC was more persuasive and informative than FGC. A second study, using a sample of 136 consumers, assessed: (i) the impact of review content style and destination familiarity on the perceived diagnosticity (credibility and helpfulness) of online reviews; and (ii) the effects of review content style on visual attention paid, and customer engagement, using eye-tracking and electroencephalography. The findings showed that specific reviews are more diagnostic than general reviews, the positive effect of specific reviews on credibility being stronger for familiar destinations. • Two studies: an online survey-based 2 x 2 x 2 experimental design and an eye-tracking and electroencephalography study. • When reviews referred to specific features of TDs, FGC was more persuasive and informative than UGC. • In general reviews, UGC was more persuasive and informative than FGC. • Specific reviews are more diagnostic than general reviews. • The positive effect of specific reviews on credibility is stronger for familiar destinations. [ABSTRACT FROM AUTHOR]