A bibliometric analysis of the elaboration likelihood model (ELM)
ISSN: 0736-3761
Article publication date: 19 September 2022
Issue publication date: 17 November 2022
Abstract
Purpose
The purpose of this study is to unpack the knowledge structure of the elaboration likelihood model (ELM), examine its applications in various domains and propose future research directions using bibliometric analysis.
Design/methodology/approach
The study involves the bibliometric analysis of 279 articles retrieved from Scopus using VOSviewer and Biblioshiny. The authors used trend topic analysis, bibliographic coupling, cluster analysis and content analysis as the analytical methods.
Findings
The study revealed the most influential authors, journals, articles and countries in the domain. The keyword analyses showed that initially, the model was used in the field of “persuasion” and “persuasive communication”; however, in the past five years, it has been widely adopted in different areas such as “crowdsourcing,” “decision support systems” and “information systems.” Bibliographic coupling combined with content analysis resulted in seven clusters: ELM in marketing communications, ELM in information system research, ELM in the service context, ELM in advertising research, ELM and electronic word-of-mouth, ELM and trust in the online context and ELM in other contexts.
Originality/value
The study provides a bibliometric analysis of the ELM, offers useful future research directions to the scholars of different domains and highlights implications for managers.
Keywords
Acknowledgements
The authors thank the Editor, Associate Editor, and reviewers for their insightful comments on the earlier versions of this manuscript.
Citation
Srivastava, M. and Saini, G.K. (2022), "A bibliometric analysis of the elaboration likelihood model (ELM)", Journal of Consumer Marketing, Vol. 39 No. 7, pp. 726-743. https://doi.org/10.1108/JCM-12-2021-5049
Publisher
:Emerald Publishing Limited
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