Persuasive communication: a study of major attitude-behavior theories in a social media context

Shasha Teng, Kok Wei Khong, Wei Wei Goh

Research output: Journal PublicationArticlepeer-review

34 Citations (Scopus)


Although numerous studies on attitude-behavior theories exist in the social media context, few extensive studies have been conducted in reviewing and classifying the extant literature. This study aims to critically review, discuss, and examine five major attitude-behavior theories in the social psychology field. Theory of Planned Behavior, Elaboration Likelihood Model, Heuristic-Systematic Model, Cognitive Dissonance Theory, and Social Judgment Theory have been empirically dissected and reviewed in a systematic manner, after which criticisms and compliments of these theories have been observed and evaluated. The significance of the study is to identify the trend of applying attitude-behavior theories to manifesting practical social media marketing implications. This study found that Elaboration Likelihood Model studies are trending upward among persuasive communication studies in the context of social media.

Original languageEnglish
Pages (from-to)42-64
Number of pages23
JournalJournal of Internet Commerce
Issue number1
Publication statusPublished - 2 Jan 2015
Externally publishedYes


  • Cognitive Dissonance Theory
  • ELM
  • HSM
  • Social Judgment Theory
  • social media marketing
  • TPB

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Management of Technology and Innovation


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