DOI: https://www.doi.org/10.36719/2663-4619/65/17-23
Kai Yang
School of Business, Nanjing University of Information Science & Technology
doctor, lecturer
yangkai@nuist.edu.cn
Mahammad Malikov
MBA from Nanjing University of Information Science and Technology
master
malikov.m@protonmail.com

EVALUATION OF DYNAMIC CHANGES OF CONSUMERS' ONLINE
REVIEWS FROM THE ELABORATION LIKELIHOOD MODEL METHOD

Summary
One of the essential models that explain the concept of persuasion is the Elaboration Probability Model, which argues that there are two processes in the persuasion process, namely central and environmental persuasion. İt is thought that the article, including a detailed explanation of the model and information about the model, filled a gap in this regard. 
  • The research findings show that the model is mainly used in marketing and advertising studies. 
  • In terms of the level of affecting the probability of elaboration, the feature subject to the most significant number of studies is interesting. 
  • It was revealed that the factors involved in the elaboration process and whose effect has been handled the most in the number of studies are the power of assertion and the source credibility. 
The review provides valuable information in terms of allowing the model's use and the variables in the model to be seen as a holistic example in Amazon.

Key words: ELM method, Amazon, main factors, reviews

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