The use of the elaboration likelihood model and Islamic persuasive communication for online persuasion / Nor Atifah Mohamad, Normah Abdullah and S. Salahudin Suyurno

• Main Authors: Mohamad, Nor Atifah, Abdullah, Normah, Suyurno, S. Salahudin
• Format: Article
• Language: English
• Published: Academy of Contemporary Islamic Studies (ACIS) 2020
• Subjects: The practice of Islam. Islam and work; Communication in management. Communication in organizations. Communication of information; Web-based user interfaces. User interfaces (Computer systems)
• Online Access: http://ir.uitm.edu.my/id/eprint/43473/1/43473.pdf; http://ir.uitm.edu.my/id/eprint/43473/; https://ejitu.uitm.edu.my/v4/v-vol2-2020

This concept paper explores the online persuasion in the light of Elaboration Likelihood Model (ELM) and the Islamic communication principles. According to ELM persuasion happens between one of the two routes; the central route and peripheral route that lead to behavioural change. Central route proc...