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Dissertations / Theses on the topic 'Persuasion Knowledge Model'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

WU, Yan. ""Seeing is believing?" : a persuasion knowledge model on attitudinal evaluations in advertisements." Digital Commons @ Lingnan University, 2009. https://commons.ln.edu.hk/mkt_etd/2.

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This study examines the effects of individuals' beliefs about persuasion tactics (i.e., persuasion knowledge) evoked in an advertisement on their attitudes toward the advertisement and the advertised brand. Drawing on persuasion knowledge theory, this thesis develops a conceptual model that argues how ad image incongruence, defined as an inappropriate match-up between model type (western versus local) and advertised product category (western product category versus local product category) featured in advertisements, leads to the use of persuasion knowledge, which in turn affects attitudinal ev

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2

McMichael, Stacey. "Knowledge Can Both Increase and Decrease Persuasion: An Analysis within the Elaboration Likelihood Model." The Ohio State University, 1992. http://rave.ohiolink.edu/etdc/view?acc_num=osu1392915972.

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3

Blomberg, Matthew. "Things left unsaid: Source disclosure, the Video News Release and perceptions of credibility." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/36196.

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Master of Science<br>Department of Journalism and Mass Communications<br>Louise Benjamin<br>The video news release (VNR) has been a source of controversy since its first inclusion into newscasts in the early 1980s. This third-party (not produced by a news station) public relations and marketing-friendly content, when included alongside normally produced news stories, can make it difficult for the public to discern what is news and what is not. Problems specifically arise when news operations fail to disclose to their audience the source or provider of VNR content, and prevent news consumers fr

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4

Geana, Mugur Valentin. "Penetration of innovation taming the unexplored interactions between information, knowledge and persuasion in the innovation-decision model /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4388.

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Thesis (Ph. D.)--University of Missouri-Columbia, 2006.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on July 18, 2008) Includes bibliographical references.

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5

Mule, Jessica Loko. "The Effects of Native Advertising Disclosure and Advertising Recognition on Perceptions of News Story and News Website Credibility: A Consumer Neuroscience Approach." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33889.

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The use of Native Advertising has sparked ethical concerns, due to its controversial nature inherent in its definition - a paid form of advertising that disguises persuasive communications as the editorial content of the publishing media outlet. The growing popularity of Native Advertising practices over the past decade in online news publishing has contributed towards the increasingly blurred lines between commercial and editorial content which in turn engenders feelings of deception in consumers and threatens to lower the trustworthiness of news publishers as an objective source. Therefore,

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Palma, Katalina, and Katrin Waalkens. "Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.

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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating

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7

Brathwaite, Kyla Noni. "BOPO-PRIATION:Exploring the Effects of The Corporate Adoption of the Body Positivity Movement and Audience Feedback on Women’s Perceptions of the Movement." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1587501502000494.

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8

ZHUANG, Mengzhou. "Buyer beware : consumer response to manipulations of online product reviews." Digital Commons @ Lingnan University, 2014. https://commons.ln.edu.hk/cds_etd/9.

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Online product reviews have become an important and influential source of information for consumers. Firms often manipulate online product reviews to influence consumer perceptions about the product, making it a research topic of urgent need for theory development and empirical investigation. In this thesis, we examine how consumers perceive and respond to the three commonly used manipulation tactics. Firstly, an exploratory pre-study via in-depth interviews with online shoppers indicates that consumers commonly have the knowledge for online review manipulations as well as for detecting them.

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9

Swalwell, Georgia C. "Change my mind: The moderating impact of scepticism and cynicism on perceived source credibility and informational claims in social advertising." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/118729/1/Georgia_Swalwell_Thesis.pdf.

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Government, non-profit and commercial sectors all engage in social advertising, while an increasing cross-pollination of their marketing styles has resulted in a reliance on heuristics over informational claims to encourage behaviour change. Consumer scepticism and cynicism are also rising, but their impact on social advertising effectiveness is unknown. This experimental study found the Australian Government was a less credible social advertiser than commercial and non-profit organisations, while informational claims improved social advertising outcomes for all sectors. Consumer scepticism an

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10

Fayolle, Laurène. "Le placement de produits et l'image de marque : le cas des concerts de musique." Thesis, Lyon 3, 2012. http://www.theses.fr/2012LYO30093/document.

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La crise du disque se manifeste par une baisse conséquente du revenu des artistes. C’est pourquoi, les concerts apparaissent comme une source de revenu importante. Dans ce contexte, le placement de produits durant les concerts est une pratique qui tend à se développer. Ces constats nous ont conduit à formuler la problématique de recherche suivante : quelles sont les opportunités de placement de produits dans les concerts de musique (technique où le public n’a pas forcément conscience de la tentative de persuasion) et quel est l’impact du placement de produits sur l'image de marque ?La revue de

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11

Lai, Yen-Tzu, and 賴彥慈. "Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8be62b.

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碩士<br>國立交通大學<br>經營管理研究所<br>106<br>Social network site advertising has become an essential component of marketer’s online multi-channel marketing mix. Therefore, it is critical to investigate the factors affecting the advertising outcome. In this study, we adopt the advertising value model of Ducoffe to analyze the antecedents of online community influencer advertising value. Further, we measure the moderating effect of persuasion knowledge and product involvement. This study conducts structural equation model analysis (SEM) to evaluate the effectiveness of the model. From the result, we confir

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12

Yeh, Sheng-Yao, and 葉盛耀. "Food Review VS. Real Review Using the Persuasion Knowledge Model to Examine Behavior of Consumers Towards Using Food Blogs." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/85w2q9.

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碩士<br>國立高雄餐旅大學<br>餐旅管理研究所在職專班<br>104<br>In Taiwan,Internet users are inclined to browse for consumer information and food critics. When planning on purchasing goods or visiting a restaurant, consumers are accustomed to search for information before making a decision. Restaurant operators are optimistic of the business opportunities created as a result of the way in which food blogs can garner popularity. Thus restaurant operators actively make use of food blogs for marketing. However, the genuineness of blog review may lead consumers to become suspicious. Thus, we use the PKM combined with the

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13

Lin, Geng-Bao, and 林耕葆. "The Effect of Repetition of Keyword Advertising on Brand Recognition and Attitude with Persuasion Knowledge Model and Screen Size." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/x26pvn.

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碩士<br>國立中央大學<br>資訊管理學系<br>104<br>Search engine results can be divided into organic searching and keyword advertising. Now keyword advertising is one of the fast growing online marketing, and advertising repetition is a common marketing strategy. Previous researches suggests that users will have a top-down linear browsing bias on the search engine results page, and different knowledge constructs of the users will bring about different brand effectiveness. The study examine how users’ knowledge constructs influence brand recognition and attitude when search results repetition. Furthermore, as th

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14

Chia-WeiLin and 林家瑋. "Explore the Forms of Disclosures and their effects on Native Advertising: Based on Persuasion Knowledge Model and Cognitive Dissonance Theory." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/s2k458.

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15

Bang, Hye Jin. "Consumer response to ads in social network sites : an exploration into the role of ad location and path." 2013. http://hdl.handle.net/2152/21195.

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Past research repeatedly suggests consumer’s defensive response to persuasive attempts is a key challenge for advertisers. Given the explosive growth of social media, this study aims to understand if consumer response to ads placed in a social network site could be influenced by ad location and the path through which the ad is delivered. Findings from an experiment suggest that consumers’ attention to ads in SNSs is remarkably low. Furthermore, the interaction between ad location and the path significantly influences consumers’ attitudes toward the ad, attitudes toward the brand, and purchase

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16

Cheng, Shu-Feng, and 鄭淑芬. "Using Persuasion Knowledge Model to Explore the Impact of Brand Exposure Implanted Before or After Advertising on Consumer's Brand Attitude and Attention." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/b66yck.

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碩士<br>中國文化大學<br>行銷碩士學位學程碩士班<br>107<br>Using persuasion knowledge model to explore the impact of brand exposure implanted before or after advertising on consumer's brand attitude and attention Student: Shu-Feng Che Adverisor: Prof. Shao-Kang Lo Chinese Culture University Abstract This research discussed the brand logo which revels at the beginning or the end in an advertisement film by Persuasion Knowledge Model. We conducted an experiment design to examine the brand logo which reveals at the end of the film will have more attention and brand memory than the brand l

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17

Perdiz, Inês Alix da Marta. "Em quem posso acreditar?: conhecimento de persuasão e perceções sobre influencers e celebridades nas redes sociais." Master's thesis, 2016. http://hdl.handle.net/10071/13235.

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JEL Classification System: M31 – Marketing, M37 – Advertising<br>Com o desenvolvimento da internet, as redes sociais online apresentam-se como um novo meio de comunicação entre as organizações e os consumidores. Estas plataformas fomentaram ainda o aparecimento de um novo tipo de celebridade – os influencers. Com a constante partilha de conteúdos, surgiu assim uma nova forma de comunicação com os consumidores, pela associação das marcas a uma celebridade que as publicita nas suas redes sociais. O objetivo do presente estudo é compreender as perceções e opiniões dos consumidores perante p

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18

Fernandes, Abigail Gaspar Gonçalves. "The audience response to different referral reward programs’ designs in social networking sites." Master's thesis, 2021. http://hdl.handle.net/10071/24215.

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The growing connectivity of customers through Social Networking Sites (SNSs), the increasing acknowledgment of the power of online reviews, and the enrichment of brand-consumer relations online have led to a rise in interest around electronic word of mouth (eWOM). These realizations led marketers to embrace strategies to stimulate and amplify eWOM, and one common technique is the delivery incentives (e.g., rewards). Expanding research show that the design of incentivized eWOM programs, namely Referral Reward Programs (RRPs), is expected to determine the overall effectiveness of those programs

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