The Application of Elaboration Likelihood Model in the @campaign_id Account for Millennials to Take Social Action

DOI

10.2991/978-2-38476-008-4_46How to use a DOI?

Keywords

elaboration likelihood model; social action; social campaign; central route; peripheral route

Abstract

Social platforms in Indonesia that are engaged in the social sector are spreading. Movements for social change initiated by young people and their actions are easy to find, which has moved many young people. The @campaign_id account is one that has an active social movement and regularly provides information. The purpose of the study was to determine the route used by followers when they were about to take social action. Elaboration likelihood model explains a person’s behavior through 2 things, namely the central route and the peripheral route. The central route involves critical thinking processes to process information, while the peripheral route does not require a critical thinking route. The method used is descriptive quantitative with a sample of 100 people from the follower account @campaign_id. The results show that @campaign_id’s followers mostly use the central route when carrying out social actions. Things that affect to take action because social action has a positive impact on the wider community. Through @campaign_id followers of the account can meet a similar community. R2 = 0.800 β = 0,894; p < 0,01. With the Elaboration likelihood model theory, the results also show that followers who use the peripheral route when carrying out social actions are partly because they are interested in participating in the social action of @campaign_id and participating in spreading content so that others care more.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitri Norhabiba
AU  - Mutiah
PY  - 2023
DA  - 2023/03/19
TI  - The Application of Elaboration Likelihood Model in the @campaign_id Account for Millennials to Take Social Action
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)
PB  - Atlantis Press
SP  - 417
EP  - 423
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-008-4_46
DO  - 10.2991/978-2-38476-008-4_46
ID  - Norhabiba2023
ER  -