||The Persuasion Value of Social Marketing: in The Perspective of Hierarchy of Effects
and Language Expectation
||The Persuasion Value of Social Marketing: in The Perspective of Hierarchy of Effects
and Language Expectation
||Institute of International Management
||Kevin Nugroho Sunarto
As pandemic time start to affect the whole world at the beginning of the 2020, it has brought a lot of effect to the business world as well. To understand how far the effect of pandemic time on Crowdfunding platform, data analysis of Crowdfunding is being done to know the recent business rules. Furthermore, to help fundraiser in raising their success percentage in this pandemic time, we do the text mining with the purpose of finding trending word, which we suggest that it help in raising the success prediction. Based on hierarch of effect and the language expectancy theory, trending word are expected to increase the persuasive effect of a text, which resulted in higher purchase intention. Result by experiment shows that text with trending words presented a higher persuasive effect than those without. Based on these findings, its suggested to use the trending word for the full potential of persuasiveness of the text, and for platform to use this finding for a better recommendation system.
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
CHAPTER TWO LITERATURE REVIEW 4
2.1 Social Commerce. 4
2.1.1 Purchase Intentions in Social Commerce. 5
2.1.2 Emotional Appeal and The Persuasion Value of Text in Social Commerce. 5
2.1.3. Big Data and Business Rules of Social Commerce. 6
2.2 Crowdsourcing Business Projects. 9
2.3 Hierarchy of Effect Theory. 10
2.4 Language Expectancy Theory. 11
2.5 Elaboration Likelihood Model. 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 14
3.1 Research Framework and Hypotheses. 14
3.2 Research Method. 19
3.2.1 Study 1 Business Rules of Social Commerce in the Case of Crowdfunding Business Projects. 19
3.2.2 Study 2- User Experiment. 23
CHAPTER FOUR RESEARCH RESULTS 28
4.1 Study 1. Business Rules of Social Commerce in the Case of Crowdfunding Business Projects. 28
4.1.1 Text Corpus Term. 31
4.2 Study 2- User Experiment. 32
4.2.1 Pilot-test. 32
4.2.2 Persuasive Value Without Trending Words. 33
4.2.3 Persuasive Value with Trending Words. 34
4.2.4 Comparison Between Different Set of CFP Context. 35
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 36
5.1 Conclusion. 36
5.1.1 Business Rules of SC in The Case of CFP. 36
5.1.2 Business Rules Generated by Data Mining and The Perceived Value in Persuasion for Human User. 36
5.2 Discussion. 37
5.3 Research Limitations and Future Research Opportunities. 38
Appendix 1: 44
Appendix 2(Questionnaire): 51
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